Plan de marketing relacional para la fidelización de clientes empresa Industrias Alimenticias Carolina S.A.S. (INDACAROL – Villavicencio) Proyecto de Grado
Currently, relationship marketing plays a fundamental role in companies, through customer loyalty, attracting more prospects which generates greater profitability for the organization, so it was decided to propose a relationship marketing plan to the INDACAROL company SAS in order to generate new st...
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| Autor principal: | |
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| Otros Autores: | |
| Formato: | Trabajo de grado (Pregrado y/o Especialización) |
| Lenguaje: | spa |
| Publicado: |
Universidad Antonio Nariño
2021
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| Materias: | |
| Acceso en línea: | http://repositorio.uan.edu.co/handle/123456789/4863 |
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| Sumario: | Currently, relationship marketing plays a fundamental role in companies, through
customer loyalty, attracting more prospects which generates greater profitability for the
organization, so it was decided to propose a relationship marketing plan to the INDACAROL
company SAS in order to generate new strategies that allow better development in commercial
and sales processes. Therefore, in this project different evaluative tools were applied, such as
surveys of clients, collaborators and suppliers in order to establish a situational diagnosis through
the SWOT matrix, thus measuring its impact with the help of an internal and external analysis to
through the application of the PCI and POAM matrix. The objective of this project was to design
a marketing plan taking advantage of all the tools mentioned above, thus making an optimal
diagnosis that would allow the development of marketing strategies that can be applied and
measured in the company INDACAROL S.A.S. in order to achieve long-term customer loyalty. |
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