Plan de marketing para la panadería K-RU-K ubicada en Ciénaga - Magdalena
This research project is called Marketing Plan for the K-RU-K Bakery located in Ciénaga, Magdalena. This was carried out taking into account the market, therefore, different investigations were carried out which helped to obtain the data with which different observations and recommendations could be...
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| Format: | Trabajo de grado (Pregrado y/o Especialización) |
| Language: | spa |
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Universidad Antonio Nariño
2023
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| Online Access: | http://repositorio.uan.edu.co/handle/123456789/7749 |
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| author | Peña Natera, Sebastián Adolfo Peña Arevalo, Ricardo Alfonso |
| author2 | Acosta Vega, Rick |
| author_facet | Acosta Vega, Rick Peña Natera, Sebastián Adolfo Peña Arevalo, Ricardo Alfonso |
| author_sort | Peña Natera, Sebastián Adolfo |
| collection | DSpace |
| description | This research project is called Marketing Plan for the K-RU-K Bakery located in Ciénaga,
Magdalena. This was carried out taking into account the market, therefore, different investigations
were carried out which helped to obtain the data with which different observations and
recommendations could be made. One of the strategies that were addressed in this work was the
development of a market research because the customer plays a key role in these businesses where
competitiveness is very high and the implementation of the 4p's of marketing where specific
recommendations are made based on an analysis made in order to achieve a high management and
to generate greater competitiveness in terms of other local sector. Some of the recommendations
made in the sections were, in plaza, which was the remodeling of the visual section of the same so
that it adapts more to the needs or desires of consumers; in promotion, the OTL strategy was
implemented which is based on advertising through the Internet; in person, the realization of talks
or training with employees every 3 or 4 months in order to emphasize the importance of different
sections such as teamwork and customer service; and finally in price, where it is sought that
customers see greater importance to quality over price.
Some of the subjects that helped in the elaboration of this research were: Probability and
statistics, applied statistics and marketing. |
| format | Trabajo de grado (Pregrado y/o Especialización) |
| id | repositorio.uan.edu.co-123456789-7749 |
| institution | Repositorio Digital UAN |
| language | spa |
| publishDate | 2023 |
| publisher | Universidad Antonio Nariño |
| record_format | dspace |
| spelling | repositorio.uan.edu.co-123456789-77492024-10-09T22:43:51Z Plan de marketing para la panadería K-RU-K ubicada en Ciénaga - Magdalena Peña Natera, Sebastián Adolfo Peña Arevalo, Ricardo Alfonso Acosta Vega, Rick Marketing, Plaza, Promoción, Persona, Precio. Marketing, Place, Promotion, Person, Price. This research project is called Marketing Plan for the K-RU-K Bakery located in Ciénaga, Magdalena. This was carried out taking into account the market, therefore, different investigations were carried out which helped to obtain the data with which different observations and recommendations could be made. One of the strategies that were addressed in this work was the development of a market research because the customer plays a key role in these businesses where competitiveness is very high and the implementation of the 4p's of marketing where specific recommendations are made based on an analysis made in order to achieve a high management and to generate greater competitiveness in terms of other local sector. Some of the recommendations made in the sections were, in plaza, which was the remodeling of the visual section of the same so that it adapts more to the needs or desires of consumers; in promotion, the OTL strategy was implemented which is based on advertising through the Internet; in person, the realization of talks or training with employees every 3 or 4 months in order to emphasize the importance of different sections such as teamwork and customer service; and finally in price, where it is sought that customers see greater importance to quality over price. Some of the subjects that helped in the elaboration of this research were: Probability and statistics, applied statistics and marketing. El presente proyecto de investigación se denomina Plan de Marketing para la Panadería KRU-K ubicada en Ciénaga, Magdalena. Este se llevó a cabo teniendo en cuenta el mercado, por esto, se realizaron diferentes investigaciones las cuales ayudaron a la obtención debida de los datos con los cuales se pudieron realizar diferentes observaciones y recomendaciones. Una de las estrategias que se abordaron en el presente trabajo, fue la elaboración de una investigación de mercado debido a que el cliente juega un papel fundamental en estos negocios donde la competitividad es muy alta y la implementación de las 4p´s del marketing en donde se hacen recomendaciones puntuales con base a un análisis realizado con el fin de lograr una alta gestión y poder generar una mayor competitividad en cuanto a los demás locales del sector. Algunas de las recomendaciones hechas en los apartados fueron, en plaza, la cual fue la remodelación del apartado visual del mismo para que se adapte más a las necesidades o deseos de los consumidores; en promoción, se implementara la estrategia OTL la cual tiene como base la publicidad por medio de internet; en persona, la realización de charlas o capacitaciones con los empleados cada 3 o 4 meses con el fin de recalcar la importancia de distintos apartados como trabajo en equipo y atención al cliente; y por último en precio, donde se busca que los clientes vean una mayor importancia a la calidad frente al precio. Algunas de las asignaturas que ayudaron a la elaboración de esta investigación fueron: Probabilidad y estadística, estadística aplicada y mercadotecnia. Ingeniero(a) Industrial Pregrado Presencial Proyecto 2023-03-01T22:34:51Z 2023-03-01T22:34:51Z 2023-02-22 Trabajo de grado (Pregrado y/o Especialización) info:eu-repo/semantics/acceptedVersion http://purl.org/coar/resource_type/c_7a1f http://purl.org/coar/version/c_970fb48d4fbd8a85 http://repositorio.uan.edu.co/handle/123456789/7749 Acaro, Y. E., & Nivelo, J. J. (2016). Plan de Marketing para promocionar a la Microempresa ARTMUEBLES. Guayaquil - Ecuador American Psychological Association. (2010). Manual de Publicaciones de la American Psychological Association (6 ed.). (M. G. Frías, Trad.) México, México: El Manual Moderno. Arias, H. D., & Alfonso, D. A. (2020). Diseño e implementación del plan de marketing digital para la Asociación Mutual Turismutual Villapinzón. Bogotá. Arnal, J. R. (1994). Investigación Educativa. Fundamentos y metodologías. Duran, M. P., & Geraldino, D. M. (2020). Plan de Marketing implementación de nuevos planes de alojamiento en hotel Boutique Bahía Plaza. Santa Marta Fernando, C. V., & Bernardo, L. T. (2014). Plan estratetigico de Marketing para el mejoramiento de las ventas de la empresa MIZPA S.A . distribuidora de tableros de madera para construccion y acabados en la ciudad de Guayaquil. Guayaquil - Ecuador Fomina, N. (2020 ). Digital Marketing Plan Case Company . Alemania . Fomina, N. (2020). Digital Marketing Plan Case Company . Alemania Galán, J. B., & Olaya, M. A. (2021). Plan de Marketing relacional para la fidelización de clientes empresa industrias Alimenticias Calorinas S.A.S. INDACAROL - Villavicencio. Garcia, A. C., Caro, K. M., & Portela, J. J. (2019). Plan de Marketing lanzamiento de la nueva carta del restaurante Emile del Hotel Mercure. Santa Marta Ibarra, J. W. (2020 ). Plan de Marketing Digital para una mayor captación de estudiantes en la Universidad Antonio Nariño sede santa marta . Santa Marta. instname:Universidad Antonio Nariño reponame:Repositorio Institucional UAN repourl:https://repositorio.uan.edu.co/ spa Acceso abierto Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0) https://creativecommons.org/licenses/by-nc-nd/4.0/ info:eu-repo/semantics/openAccess http://purl.org/coar/access_right/c_abf2 application/pdf application/pdf application/pdf Cienaga, Magdalena Universidad Antonio Nariño Ingeniería Industrial Facultad de Ingeniería Industrial Santa Marta |
| spellingShingle | Marketing, Plaza, Promoción, Persona, Precio. Marketing, Place, Promotion, Person, Price. Peña Natera, Sebastián Adolfo Peña Arevalo, Ricardo Alfonso Plan de marketing para la panadería K-RU-K ubicada en Ciénaga - Magdalena |
| title | Plan de marketing para la panadería K-RU-K ubicada en Ciénaga - Magdalena |
| title_full | Plan de marketing para la panadería K-RU-K ubicada en Ciénaga - Magdalena |
| title_fullStr | Plan de marketing para la panadería K-RU-K ubicada en Ciénaga - Magdalena |
| title_full_unstemmed | Plan de marketing para la panadería K-RU-K ubicada en Ciénaga - Magdalena |
| title_short | Plan de marketing para la panadería K-RU-K ubicada en Ciénaga - Magdalena |
| title_sort | plan de marketing para la panaderia k ru k ubicada en cienaga magdalena |
| topic | Marketing, Plaza, Promoción, Persona, Precio. Marketing, Place, Promotion, Person, Price. |
| url | http://repositorio.uan.edu.co/handle/123456789/7749 |
| work_keys_str_mv | AT penanaterasebastianadolfo plandemarketingparalapanaderiakrukubicadaencienagamagdalena AT penaarevaloricardoalfonso plandemarketingparalapanaderiakrukubicadaencienagamagdalena |
