Resumen

The intention is to establish a marketing plan for the national expansion of the organization Alimentec San Juanerita S.A.S. of the city of Ibagué, proposing a scheme that addresses the implementation of strategies for the benefit of the commercial organization, in terms of its positioning from the city of Ibagué, growing nationally, more specifically towards the city of Bogotá, which was taken as an objective market, with the hope of generating growth and positioning as a company that markets meat products. However, the methodological application may correspond to the sector where the company San Juanerita SAS is commercializing, and structure the strategy that allows the regional expansion, the way it could be the expansion to other places or sites, that is, of what How it could be achieved, and how sustainable strategies could be applied to maintain its economic equilibrium. It is worth mentioning that the tolimense company San Juanerita S.A.S. started in the city of Ibagué, and has become known in the business context, because it manages optimal distribution channels for the marketing of its products, for its quality and affordable prices to the consumer, with the liberalization of imports of other products similar to the sector; then, in part, this has allowed the company to achieve relative commercial growth.