Elaboración plan de mercadeo para una empresa del sector alimentos, en la ciudad de Cali
Trabajo de grado - Pregrado
Universidad Autónoma de Occidente
The planning of the strategic marketing plan proposed by K’leñitos will generate a 10% increase in sales by 2018, with a solid investment in everything associated with the advertising and marketing of the proposed strategies. This process will be successful as long as the relevant changes are applied and varied menus are included and to the customers' liking. In the present plan, internal and external K'leñitos factors will be analyzed, through a situational analysis of the macro and micro environment through matrices such as DOFA, MEFI, MEFE and MPC, establishing strategies that allow the strengthening of the negative aspects. Taking into account the above, the execution of the marketing plan will be complemented by the search for the company's mix marketing factors, the management of internal processes and the entire organization for decisionmaking. Accordingly, strategies are designed that generate value for K’leñitos and allow the fulfillment of the objective of the marketing plan. Finally, the monitoring and control system is proposed, which allows the proposed activities to be executed with due process contained in the marketing plan and evaluated jointly by the manager and the marketing professional
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