Desarrollo de estrategia de marketing para la reputación corporativa en la empresa JH Mega Eléctrico S.A.S. en el municipio de Bello, Antioquia
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Date
2025-05-20
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Corporación Universitaria Minuto de Dios - UNIMINUTO
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Acceso Restringido - http://purl.org/coar/access_right/c_16ec
Abstract
La presente investigación analiza las estrategias de marketing necesarias para mejorar el posicionamiento de JH Mega Eléctrico S.A.S., una microempresa ubicada en Bello, Antioquia, dedicada a la instalación y distribución de energía eléctrica. El estudio parte la problemática de baja visibilidad y dependencia del voz a voz como canal principal de adquisición de cliente, lo que limita su crecimiento y sostenibilidad. El objetivo general fue proponer estrategias de marketing accesibles y efectivas para fortalecer la reputación de la empresa y ampliar su base de clientes en el mercado local. Se empleó un enfoque mixto. En la fase cuantitativa se aplicó una encuesta a potenciales clientes del municipio (392 personas) para conocer percepciones, preferencias y hábitos sobre los servicios eléctricos. En la fase cualitativa se realizaron entrevistas con los directivos de la empresa para conocer sus necesidades. Entre los principales hallazgos se evidenció que existe amplio desconocimiento de empresas del sector, un alto valor otorgado a la calidad del servicio y una buena disposición de los consumidores a contratar empresas nuevas si ofrecen respaldo y confianza. Sin embargo, JH Mega Eléctrico S.A.S. tiene una oportunidad estratégica para posicionarse mediante el uso de marketing digital, contenido educativo, presencia en redes sociales, testimonios de clientes y propuestas de valor enfocadas en la confianza, la garantía y experiencia técnica. Este tipo de estrategias permitirán mejorar su posicionamiento, atraer nuevos clientes y fortalecer su competitividad en el mercado local.
This research analyzes the marketing strategies necessary to improve the positioning of JH Mega Eléctrico S.A.S., a microenterprise located in Bello, Antioquia, dedicated to the installation and distribution of electrical energy. The study is based on the problem of low visibility and dependence on word-of-mouth as the main customer acquisition channel, which limits its growth and sustainability. The general objective was to propose accessible and effective marketing strategies to strengthen the company’s reputation and expand its customer base in the local market. A mixed-method approach was used. In the quantitative phase, a survey was conducted with potential customers in the municipality (392 people) to understand their perceptions, preferences, and habits regarding electrical services. In the qualitative phase, interviews were conducted with the company’s management to identify their needs. Among the main findings, a significant lack of awareness about companies in the sector was identified, along with a high value placed on service quality and a strong willingness among consumers to hire new companies if they offer reliability and trust. However, JH Mega Eléctrico S.A.S. has a strategic opportunity to position itself through the use of digital marketing, educational content, social media presence, customer testimonials, and value propositions focused on trust, guarantees, and technical expertise. These types of strategies will help improve its positioning, attract new customers, and strengthen its competitiveness in the local market.
This research analyzes the marketing strategies necessary to improve the positioning of JH Mega Eléctrico S.A.S., a microenterprise located in Bello, Antioquia, dedicated to the installation and distribution of electrical energy. The study is based on the problem of low visibility and dependence on word-of-mouth as the main customer acquisition channel, which limits its growth and sustainability. The general objective was to propose accessible and effective marketing strategies to strengthen the company’s reputation and expand its customer base in the local market. A mixed-method approach was used. In the quantitative phase, a survey was conducted with potential customers in the municipality (392 people) to understand their perceptions, preferences, and habits regarding electrical services. In the qualitative phase, interviews were conducted with the company’s management to identify their needs. Among the main findings, a significant lack of awareness about companies in the sector was identified, along with a high value placed on service quality and a strong willingness among consumers to hire new companies if they offer reliability and trust. However, JH Mega Eléctrico S.A.S. has a strategic opportunity to position itself through the use of digital marketing, educational content, social media presence, customer testimonials, and value propositions focused on trust, guarantees, and technical expertise. These types of strategies will help improve its positioning, attract new customers, and strengthen its competitiveness in the local market.
Description
Generar estrategias de marketing efectivas que creen el reconocimiento empresarial de JH Mega Eléctrico S.A.S. en el municipio de Bello, Antioquia, impulsando su crecimiento en el mercado local.
Keywords
Business positioning, microenterprise, marketing strategies, brand visibility, digital marketing, Posicionamiento empresarial, microempresa, estrategias de marketing, visibilidad de marca, marketing digital