Análisis económico y estratégico sobre e-commerce en las ventas de la empresa Depolujo SAS para el año 2023 en la ciudad de Medellín
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Date
2025-06-30
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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 investigación denominada “Análisis económico y estratégico sobre e-commerce en las ventas de la empresa Depolujo SAS para el año 2023 en la ciudad de Medellín”, es un trabajo que se basó en la implementación de un plan estratégico de marketing principalmente, puesto que Depolujo Sas no cuenta con un sistema E-commerce en Colombia, de allí se logro identificar problemas adyacentes, como una gerencia arcaica, precios altos, desconocimiento de marca, falta de publicidad, algunos temas de distribución. Con base en esto tomamos el problema principal, una estrategia de marketing comercial, que permita mejorar la visualización de la marca y el posicionamiento de esta en el departamento de Antioquia, la correcta implementación conllevaría a una mejora estructural interna y un mayor movimiento económico en Depo. La metodología que se utilizó en este proceso fue investigativa y descriptiva, haciendo uso de encuestas para llegar a conocer patrones y tendencias del mercado, estas fueron recogidas a través de personas consumidoras del producto Depo y en ella comprendíamos y analizábamos la percepción, la fidelidad, la recomendación entre otras variables para entender de primera mano las falencias, oportunidades y debilidades a mejorar dentro y fuera de la compañía. Con esto se logro evidenciar contundentemente que la marca tiene buena percepción de calidad en el mercado, pero que así mismo hay gran desconocimiento de esta, dándonos como resultado, que la estrategia planteada es realmente viable e importante implementar para el desarrollo y crecimiento de Depo, no solo en Antioquia sino a nivel nacional. Esto garantizaría un mayor alcance de mercado y cobertura.
The research titled “Economic and Strategic Analysis of E-commerce in the Sales of Depolujo S.A.S for the Year 2023 in the City of Medellín” is a study based primarily on the implementation of a strategic marketing plan. This focus was chosen because Depolujo S.A.S currently lacks an ecommerce system in Colombia. From this, several related issues were identified, such as outdated management, high prices, low brand awareness, lack of advertising, and certain distribution challenges. Based on these findings, the main problem was defined as the need for a commercial marketing strategy that would improve brand visibility and positioning within the department of Antioquia. A correct implementation of this strategy would lead to internal structural improvements and greater economic activity for Depo. The methodology used in this process was investigative and descriptive, relying on surveys to identify market patterns and trends. These surveys were conducted among consumers of Depo’s products and allowed us to understand and analyze variables such as perception, loyalty, and recommendation, among others. This helped to identify, firsthand, the shortcomings, opportunities, and weaknesses both within and outside the company. As a result, it was clearly evidenced that the brand is perceived as oering good quality in the market. However, it also became apparent that there is a significant lack of awareness of the brand. This led to the conclusion that the proposed strategy is not only viable but also essential for the development and growth of Depo — not only in Antioquia but nationwide. Implementing this would ensure broader market reach and coverage.
The research titled “Economic and Strategic Analysis of E-commerce in the Sales of Depolujo S.A.S for the Year 2023 in the City of Medellín” is a study based primarily on the implementation of a strategic marketing plan. This focus was chosen because Depolujo S.A.S currently lacks an ecommerce system in Colombia. From this, several related issues were identified, such as outdated management, high prices, low brand awareness, lack of advertising, and certain distribution challenges. Based on these findings, the main problem was defined as the need for a commercial marketing strategy that would improve brand visibility and positioning within the department of Antioquia. A correct implementation of this strategy would lead to internal structural improvements and greater economic activity for Depo. The methodology used in this process was investigative and descriptive, relying on surveys to identify market patterns and trends. These surveys were conducted among consumers of Depo’s products and allowed us to understand and analyze variables such as perception, loyalty, and recommendation, among others. This helped to identify, firsthand, the shortcomings, opportunities, and weaknesses both within and outside the company. As a result, it was clearly evidenced that the brand is perceived as oering good quality in the market. However, it also became apparent that there is a significant lack of awareness of the brand. This led to the conclusion that the proposed strategy is not only viable but also essential for the development and growth of Depo — not only in Antioquia but nationwide. Implementing this would ensure broader market reach and coverage.
Description
Analizar económica y estratégicamente la implementación del e-commerce para la empresa Depolujo SAS en las ventas de la ciudad de Medellín.
Keywords
Marketing, e-commerce, strategics, publicity, positioning, Marketing, e-commerce, estrategia, publicidad, posicionamiento