Comercialización de velas artesanales y ecológicas en el Municipio de Zipaquirá: Propuesta estratégica de marketing digital para Smells Energy
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Date
2021-06-02
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Corporación Universitaria Minuto de Dios
Type
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Atribución-NoComercial-SinDerivadas 2.5 Colombia
Abstract
El presente documento da a conocer un análisis comercial para la implementación de un modelo
de negocio dedicado a la comercialización de velas artesanales y ecológicas para diferentes ocasiones en
el Municipio de Zipaquirá, para lo cual, se realizó un análisis del sector de las velas, mercado y elementos
ambientales, que permitieron determinar la viabilidad comercial. En el presente estudio se tuvo en cuenta
como referente el marco contextual en el cual se realizó un análisis del entorno (pestal) para determinar
ciertos factores: Político, Económico, Sociocultural, Tecnológico, Ambiental y Legal. Luego, se analizó el
marco teórico teniendo en cuenta el plan de negocio enfocado a marketing, las estrategias de negocio y
las estrategias digitales, así como, el significado de las velas y sus colores. En seguida, se realiza el marco
conceptual para tener en cuenta aspectos relevantes y de suma importancia en la presente investigación
tales como actividad económica, análisis de la competencia, planificación empresarial, ventaja
competitiva y el comercio electrónico. Se realiza un estado del arte para obtener diferentes antecedentes,
dando como ejemplo cinco estudios de investigación a nivel internacional y nacional en los últimos cinco
años, sobre la comercialización y distribución de velas, las cuales son destinadas para diferentes usos y
ocasiones. En el diseño metodológico de este estudio se cuenta con una investigación cuantitativa bajo
enfoque inductivo – deductivo, donde por medio del instrumento de recolección de información,
encuesta,se determinaron variables de gustos, expectativas, tendencias, comportamientos y preferencias
en el consumo de este producto. Es así como, con base en dichos resultados se realizó un plan estratégico
de mercadeo y ventas con el fin de diseñar el plan marketing digital para Smells Energy, que de manera
contundente facilite la penetración de la marca en el mercado, obteniendo que es viable la
comercialización de velas artesanales y ecológicas en el Municipio de Zipaquirá. Todos estos estudios
permitieron presentar los impactos, conclusiones y recomendaciones que se llegó al término del trabajo,
adjuntándose la bibliografía consultada.
This document presents a commercial analysis for the implementation of a business model dedicated to the commercialization of artisan and ecological candles for different occasions in the Municipality of Zipaquirá, for which an analysis of the candle sector, market and environmental elements, which made it possible to determine commercial viability. In this study, the contextual framework in which an analysis of the environment (pestal) was carried out was taken into account as a reference to determine certain factors: Political, Economic, Sociocultural, Technological, Environmental and Legal. Then, the theoretical framework was analyzed taking into account the business plan focused on marketing, business strategies and digital strategies, as well as the meaning of the candles and their colors. Next, the conceptual framework is made to take into account relevant and extremely important aspects in this research such as economic activity, competition analysis, business planning, competitive advantage and electronic commerce. A state of the art is carried out to obtain different antecedents, giving as an example five research studies at an international and national level in the last five years, on the marketing and distribution of candles, which are destined for different uses and occasions. In the methodological design of this study, there is a quantitative investigation under an inductive-deductive approach, where through the instrument of information collection, survey, variables of tastes, expectations, trends, behaviors and preferences in the consumption of this product were determined . This is how, based on these results, a strategic marketing and sales plan was carried out in order to design the digital marketing plan for Smells Energy, which in a forceful way facilitates the penetration of the brand in the market, obtaining that the commercialization of artisan and ecological candles in the Municipality of Zipaquirá. All these studies allowed to present the impacts, conclusions and recommendations that were reached at the end of the work, attaching the consulted bibliography
This document presents a commercial analysis for the implementation of a business model dedicated to the commercialization of artisan and ecological candles for different occasions in the Municipality of Zipaquirá, for which an analysis of the candle sector, market and environmental elements, which made it possible to determine commercial viability. In this study, the contextual framework in which an analysis of the environment (pestal) was carried out was taken into account as a reference to determine certain factors: Political, Economic, Sociocultural, Technological, Environmental and Legal. Then, the theoretical framework was analyzed taking into account the business plan focused on marketing, business strategies and digital strategies, as well as the meaning of the candles and their colors. Next, the conceptual framework is made to take into account relevant and extremely important aspects in this research such as economic activity, competition analysis, business planning, competitive advantage and electronic commerce. A state of the art is carried out to obtain different antecedents, giving as an example five research studies at an international and national level in the last five years, on the marketing and distribution of candles, which are destined for different uses and occasions. In the methodological design of this study, there is a quantitative investigation under an inductive-deductive approach, where through the instrument of information collection, survey, variables of tastes, expectations, trends, behaviors and preferences in the consumption of this product were determined . This is how, based on these results, a strategic marketing and sales plan was carried out in order to design the digital marketing plan for Smells Energy, which in a forceful way facilitates the penetration of the brand in the market, obtaining that the commercialization of artisan and ecological candles in the Municipality of Zipaquirá. All these studies allowed to present the impacts, conclusions and recommendations that were reached at the end of the work, attaching the consulted bibliography
Description
Diseñar una propuesta estratégica de marketing digital para Smells Energy enfocado en la
comercialización de velas artesanales y ecológicas en el Municipio de Zipaquirá.
Keywords
Velas, Comercialización, Plan de marketing digital, Estrategias de mercadeo, Candles, Marketing, Digital marketing plan, Marketing strategies