Plan estratégico de mercado para unidad médica visual: UMV ubicada en la ciudad de Santiago de Cali, 2020:2021

Abstract

The general objective of this work is to formulate a strategic market plan for the Visual Medical Unit: UMV located in the city of Santiago de Cali. 2020-2021. A methodological level is repeated in a descriptive study with a mixed approach: qualitative and quantitative. The results allowed showing, according to the analysis of the external factors evaluation matrix (MEFE), that there are more opportunities in the environment, however, issues should be placed on the topic of electronic business or digital commerce, since this implies a new panorama before which many companies are not adapted. The technological environment shows a growth in electronic commerce, in addition to the use of the internet as a sales and promotional channel, which is positive for companies to increase market coverage and develop this channel to generate higher sales. According to the MEFI Matrix result, the UMV has greater strengths than weaknesses, however, the latter must be corrected in the short term. The weaknesses are oriented to its lack of planning, which has led to the means that have been taken without being completely effective, for example, sales have focused on volume without analyzing the impact that the commercial strategy has had with profitability. . Based on the external and internal analysis, strategies focused on improving the performance of the Visual Medical Unit: UMV were formulated. These are considered viable to the extent that it adjusts to the capabilities of the company, and also considers the market outlook. Strategic objectives with respect to positioning, participation, sales and profitability are included, which are specific priority issues in administrative management and in particular the market.