Diseño de la estrategia de mercadeo para la empresa certa internacional

This paper presents an annual marketing plan designed specifically for the company Certa Internacional S.A.S. Through extensive research, it has been possible to thoroughly understand the context and particular needs of the company. The theoretical framework lays the foundations for the development of strategies. Through the suggested tools, the analyses that gave results to the external and internal diagnoses were elaborated, and then the strategies, tactics and specific actions were designed aimed at meeting the company's commercial objectives and positioning in the market, always in close collaboration with the management team of Certa Internacional. By combining its strengths with effective business strategies, the company can diversify its client portfolio. Strong leadership is critical. Based on the analysis carried out. Among the main findings are: Impact of COVID-19. The pandemic has negatively impacted the company's performance. Low strategic aggressiveness. The company needs to adopt a more proactive stance in the market, developing innovative and differentiated strategies that allow it to stand out from the competition. Limited commercial and marketing vision: focused on identifying opportunities, developing attractive products and services for customers, and implementing effective communication strategies. High concentration of customers. The company must diversify its customer base and explore new markets to reduce this risk. Low commercial capacity. The company's commercial capabilities need to be strengthened, including the training of the sales team. Low responsiveness to opportunities. The company must improve its ability to identify and take advantage of business opportunities in a timely manner. High times to generate quotes. The optimization of internal processes, especially in the generation of quotes, is essential to improve the efficiency and competitiveness of the company. Deficient bank of opportunities. Creating a robust and up-to-date opportunity bank will enable the company to identify new market segments, potential products and services, and develop effective growth strategies. In view of these challenges. It requires visionary leadership, its resources and capabilities, and its long-term goals.

• Autores: Granado Niebles, Marlon; Cerpa Castilla, Carolina
• Fecha de publicación: 2024
• Institución: Corporación Universidad de la Costa
• Repositorio: REDICUC - Repositorio CUC
• Idioma: spa
• OAI Identifier: oai:repositorio.cuc.edu.co:11323/13853
• Acceso en línea: https://hdl.handle.net/11323/13853; https://repositorio.cuc.edu.co/
• Palabra clave: Marketing plan; Marketing strategies; Business objectives; Brand positioning; Portfolio diversification; Leadership; Plan de mercadeo; Estrategias de marketing; Objetivos comerciales; Posicionamiento de marca
• Rights: openAccess
• License: Atribución-NoComercial-CompartirIgual 4.0 Internacional (CC BY-NC-SA 4.0)