Diseño de estrategias comerciales de la empresa Central Cervecera de Colombia para ganar participación de mercado en la ciudad de Cúcuta
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Fecha
2021
Autores
Rodríguez-Hernández, Gustavo Adolfo
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Ediciones Universidad Simón Bolívar
Facultad de Administración y Negocios
Facultad de Administración y Negocios
Resumen
Las constantes exigencias del mercado hacen que las empresas como la central cervecera de Colombia desarrollen
diversidad de estrategias para diferenciar sus productos de la competencia y asi incrementar la participación del
mercado, por tanto la presente propuesta investigativa tuvo como objetivo diseñar un plan de mercadeo estratégico
para ayudar a ganar dicha participación de una marca nueva de cerveza en una industria monopolizada a nivel nacional.
Pero para ello es necesario analizar las estrategias comerciales existentes y aplicar las estrategias propuestas dando
seguimiento de las mismas. Este trabajo investigativo se realizó bajo el paradigma interpretativo con un enfoque
cualitativo y un diseño en forma de ensayo mediante la revisión de fuentes documentales de libros, documentos
escritos, revistas, tesis de gradoy doctorados; seleccionando asi las variables a estudiar como la estrategia comercial
y marketing, posicionamiento de marca, y fidelización de clientes dando como resultado el planteamiento del plan de
marketing el cual incrementará la participación de mercado para generar el posicionamiento de marca de la cerveza
Andina en la ciudad; del mismo modo se concluye que exite la necesidad de implementar planes de mercadeo idóneos
de manera que la empresa pueda cumplir con los objetivos deseados y obtener mejores resultados para su
posicionamiento en el mercado.
The constant demands of the market mean that companies like Colombia’s brewery develop a variety of strategies to differentiate their products from the competition and thus increase market share. Therefore, this research proposal aimed to design a strategic marketing plan to help win such a stake of a new brand of beer in an industry monopolized at the national level. But this requires analysing existing trade strategies and implementing the proposed strategies by following them up. This research work was carried out under the interpretative paradigm with a qualitative approach and a design in the form of an essay by reviewing documentary sources of books, written documents, journals, undergraduate theses and doctorates; selecting the variables to study such as commercial and marketing strategy, brand positioning, and customer loyalty resulting in the formulation of a marketing plan which will increase participation. market positioning to generate the brand positioning of Andean beer in the city; similarly, it is concluded that there is a need to implement suitable marketing plans so that the company can meet the desired objectives and obtain better results for its positioning in the market.
The constant demands of the market mean that companies like Colombia’s brewery develop a variety of strategies to differentiate their products from the competition and thus increase market share. Therefore, this research proposal aimed to design a strategic marketing plan to help win such a stake of a new brand of beer in an industry monopolized at the national level. But this requires analysing existing trade strategies and implementing the proposed strategies by following them up. This research work was carried out under the interpretative paradigm with a qualitative approach and a design in the form of an essay by reviewing documentary sources of books, written documents, journals, undergraduate theses and doctorates; selecting the variables to study such as commercial and marketing strategy, brand positioning, and customer loyalty resulting in the formulation of a marketing plan which will increase participation. market positioning to generate the brand positioning of Andean beer in the city; similarly, it is concluded that there is a need to implement suitable marketing plans so that the company can meet the desired objectives and obtain better results for its positioning in the market.
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Palabras clave
Estrategia comercial, Marketing, Posicionamiento de marca, Fidelización de clientes, Commercial strategy, Marketing, Brand positioning, Customer loyalty
