Diseño de un plan de marketing para el instituto de educación para el trabajo y desarrollo humano de la caja de compensación familiar del oriente colombiano “Comfaoriente” en Cúcuta
Cargando...
Fecha
2021
Autores
Gutiérrez Briceño, Anyi Paola
Ortega Meza, Belkys Ofir
Título de la revista
ISSN de la revista
Título del volumen
Editor
Ediciones Universidad Simón Bolívar
Facultad de Administración y Negocios
Facultad de Administración y Negocios
Resumen
El presente trabajo de investigación comprende el diseño de un Plan de Marketing para el Instituto de Educación para el Trabajo y Desarrollo Humano de la Caja de Compensación Familiar del Oriente Colombiano “Comfaoriente” ubicado en la ciudad de Cúcuta, Norte de Santander. Luego de un riguroso análisis externo e interno, se ha detectado que existen períodos donde la demanda cae de manera considerable, es por ello que los objetivos corporativos están enfocados en incrementar las ventas y la participación del Instituto en el mercado.
Se considera que el Instituto de Educación para el Trabajo y Desarrollo Humano de “Comfaoriente” debe mantener el posicionamiento que posee en la mente de sus clientes y afiliados, la cual se puede aumentar cuando se logre constituir una estructura definida de incentivos y bonificaciones sobre las ventas, entre otros, donde a través de objetivos, estrategias de marketing y planes de acción se buscará impulsar las ventas para generar un impacto positivo en los resultados económicos de la empresa.
Esta investigación se realiza con el propósito de plantear la implementación de técnicas de ventas, técnicas de persuasión, prospección del mercado, que permitan mejorar el nivel de productividad del servicio ofrecido. Pretende contribuir al mejoramiento de la entidad en el área comercial, creando un sistema de verificación de responsabilidad, dar cumplimiento a la misión y visión de la entidad a través de simplificación de trámites, optimización de recursos mediante procesos y procedimientos sencillos, acceso a información clara, que sea flexible y adaptable a los cambios, que le permitan identificar el estado actual del servicio, sus debilidades y fortalezas, el mercado que requiere la prestación del servicio, las formas de darlo a conocer a los diferentes sectores que puedan estar interesados y las políticas de gestión de la innovación del servicio.
Asimismo, se hará uso de herramientas de marketing, las cuáles fusionadas a las nuevas tecnologías de información y comunicaciones lograrán destacar al Instituto de Educación para el Trabajo y Desarrollo Humano de “ComfaOriente” como una de las mejores empresas de servicios en la ciudad de Cúcuta, con importantes reconocimientos en cuanto al servicio de atención, fidelización de clientes, calidad humana, calidad educativa y con un equipo de ventas responsables en procesos
The present research work includes a Marketing Plan Design for the Educational Institution of Work and Human Development of The Family Compensation Fund in Eastern Colombia “Comfaoriente” settled in the city of Cúcuta, Norte de Santander. After an exhaustive analysis, both external and internal, it has been detected that there are periods in which the demand considerably decreases. Due to this, the corporate objectives are focused on the increasing of sales and the participation of the institution in the market area. Taking into account that the Educational Institution for Work and Human Development of "ComfaOriente" must hold to the position its clients and affiliates have in their minds, this can be enhanced when a defined structure of incentives and bonuses is accomplished on sales --amongst others— through objectives, marketing strategies and action plans, it will be trying to find the enhancement of sales to generate a positive impact on the economic results of the company. This investigation is made with the purpose of suggesting the implementation of sales techniques, persuasion methods, market searching, which allow improving the level of productivity of the offered service. It targets to contribute to the development of the entity in the commercial area, creating a verification system of responsibility, fulfilling the mission and vision of the entity through the simplification of procedures, optimization of resources through simple methods and procedures, through the access to clear and flexible information, that is adjustable to changes, and allow to identify the current status of the service, its weaknesses and strengths, the market that requires the providing of the service, the ways of making it known to the diverse sectors that may be interested on and the service innovation management policies. By the same token, marketing tools will be used, those ones compound with new information and communication technologies that will make the Educational Institution of Work and Human Development of The Family Compensation Fund “ComfaOriente” stand out as one of the best service companies in the city of Cúcuta, with important acknowledgements in terms of customer service, customer loyalty, human quality, educational quality and with a responsible sales staff for every process done.
The present research work includes a Marketing Plan Design for the Educational Institution of Work and Human Development of The Family Compensation Fund in Eastern Colombia “Comfaoriente” settled in the city of Cúcuta, Norte de Santander. After an exhaustive analysis, both external and internal, it has been detected that there are periods in which the demand considerably decreases. Due to this, the corporate objectives are focused on the increasing of sales and the participation of the institution in the market area. Taking into account that the Educational Institution for Work and Human Development of "ComfaOriente" must hold to the position its clients and affiliates have in their minds, this can be enhanced when a defined structure of incentives and bonuses is accomplished on sales --amongst others— through objectives, marketing strategies and action plans, it will be trying to find the enhancement of sales to generate a positive impact on the economic results of the company. This investigation is made with the purpose of suggesting the implementation of sales techniques, persuasion methods, market searching, which allow improving the level of productivity of the offered service. It targets to contribute to the development of the entity in the commercial area, creating a verification system of responsibility, fulfilling the mission and vision of the entity through the simplification of procedures, optimization of resources through simple methods and procedures, through the access to clear and flexible information, that is adjustable to changes, and allow to identify the current status of the service, its weaknesses and strengths, the market that requires the providing of the service, the ways of making it known to the diverse sectors that may be interested on and the service innovation management policies. By the same token, marketing tools will be used, those ones compound with new information and communication technologies that will make the Educational Institution of Work and Human Development of The Family Compensation Fund “ComfaOriente” stand out as one of the best service companies in the city of Cúcuta, with important acknowledgements in terms of customer service, customer loyalty, human quality, educational quality and with a responsible sales staff for every process done.
Descripción
Palabras clave
Marketing, plan de marketing, Planificación, Posicionamiento, Organización, Marketing, Marketing plan, Planning, Positioning, Organization