Plan de mercadeo de la empresa Tamal Express para el año 2022
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Date
2021-11-16
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Publisher
Corporación Universitaria Minuto de Dios-UNIMINUTO
Type
Plan de Negocio
Rights
Acceso Abierto - http://purl.org/coar/access_right/c_abf2
Abstract
La presente investigación tiene como objetivo deseñar el plan de mercadeo de la empresa Tamal Express de Guadalajara de Buga para el año 2022. Para ello se ejecutó el diagnóstico situacional actual de la empresa, se identificaron los aspectos más relevantes de competitividad, se formularon estrategias dirigidas a nuevos canales de distribución, posicionamiento de marca y diversificación del portafolio. Se definieron los presupuestos de cada actividad para su correspondiente ejecución. La metodología utilizada fue investigación exploratoria y descriptiva, utilizando como instrumentos de validación de datos la encuesta con preguntas cerradas, así como informes, datos, libros y otras fuentes secundarias de información. Al elaborar el plan de mercadeo para la empresa Tamal Express se logró concluir que el enfoque se debe dar en el incremento de ventas con un trabajo estructurado que permita su medición y por ende la sostenibilidad en el tiempo.
The objective of this research is to design the marketing plan of the company Tamal Express de Guadalajara de Buga for the year 2022. For this, the current situational diagnosis of the company was carried out, the most relevant aspects of competitiveness were identified, targeted strategies were formulated new distribution channels, brand positioning and portfolio diversification. The budgets for each activity were defined for their corresponding execution. The methodology used was exploratory and descriptive research, using the survey with closed questions as data validation instruments, as well as reports, data, books and other secondary sources of information. When preparing the marketing plan for the company Tamal Express, it was concluded that the focus should be on increasing sales with a structured work that allows its measurement and therefore sustainability over time.
The objective of this research is to design the marketing plan of the company Tamal Express de Guadalajara de Buga for the year 2022. For this, the current situational diagnosis of the company was carried out, the most relevant aspects of competitiveness were identified, targeted strategies were formulated new distribution channels, brand positioning and portfolio diversification. The budgets for each activity were defined for their corresponding execution. The methodology used was exploratory and descriptive research, using the survey with closed questions as data validation instruments, as well as reports, data, books and other secondary sources of information. When preparing the marketing plan for the company Tamal Express, it was concluded that the focus should be on increasing sales with a structured work that allows its measurement and therefore sustainability over time.
Description
Proponer un plan de mercadeo para la empresa Tamal Express en la ciudad de Guadalajara de Buga para el año 2022.
Keywords
Competitividad, Estrategias, Plan de mercadeo, Presupuesto, Ventas, Competitividad, Estrategias, Plan de mercadeo, Presupuesto