Plan estratégico de mercadeo para la empresa Gusticos Light en el municipio de Ciénaga - Magdalena

Abstract

This project focuses on the creation and planning of the design of a strategic marketing plan for the Gusticos Light healthy confectionery located in the municipality of Ciénaga - Magdalena, approximately two years ago, this company began its operations and its main economic activity is focused in the production of healthy cakes. Given the need to improve its competitiveness, attraction and customer loyalty, the creation of a strategic marketing plan was proposed. For the creation of the strategic plan, it will begin with a brief description of the generalities of the company, to put the readers in context about its activity and specialization in the market, as well as its mission, vision, values and its organizational structure, followed by this, analyze the business situation, through a strategic analysis tool, which provide information related to the factors of success or failure in the commercial field such as the mefe-mefi matrix, cross dofa matrix and analis pestel, to then develop positioning strategies and defensive strategies that, when implemented, improve the positioning and recognition of the company, finally, the implementation of marketing mix strategies, which are complemented by the strategies already designed and which help to attract and retain customers.