Plan de mercadeo para la marca Case IH en el Valle del Cauca

This degree work is the development about a marketing plan to Case IH Brand in the Valle del Cauca, addressed to your current distributor of this zone Imecol S.A., actually dedicated to the optimization of agricultural production. To the development previously a mixed market investigation was carried out that allowed get a consumer profile knowing factor that influence in the shopping behavior from agricultural men and women of Valle del Cauca in the small and medium agricultural tractors. Then proceeded to perform a situational analysis that contextualized the plan objectives by getting knowledge about the environment in the market and the category. According with the information generated in the analysis it made a diagnosis which allows to determine circumstances that favor and disfavor the company brand and like that establish marketing objectives that project positive performance adding value at the time it is made. Through this marketing plan focused strategies on position the Case IH brand were established, increasing current market share. In the same way, the respective and necessary support programs, budget plans and control programs are presented to support the proposed strategies. Finally, the conclusions are presented in search to get the established objectives

• Autores: Oliveros González, Juan Sebastián; Restrepo Pérez, Cristian David
• Tipo de recurso: Trabajo de grado de pregrado
• Fecha de publicación: 2019
• Institución: Universidad Autónoma de Occidente
• Repositorio: RED: Repositorio Educativo Digital UAO
• Idioma: spa
• OAI Identifier: oai:red.uao.edu.co:10614/10731
• Acceso en línea: http://hdl.handle.net/10614/10731
• Palabra clave: Mercadeo y Negocios Interncionales; Planes de mercadeo; Estrategia de mercadeo; Análisis de mercadeo
• Rights: openAccess
• License: Derechos Reservados - Universidad Autónoma de Occidente