Propuesta de un plan de marketing para mejorar el posicionamiento de la empresa Juan Ma Postres en Santiago de Cali en el año 2020

Abstract

The main objective of the consultancy carried out at the Juan Ma Postres company is to prepare a proposal for a marketing plan to improve its positioning, which was developed based on specific objectives with an internal and external diagnosis of the company. that allowed to know the current positioning of the company, from which it was possible to design marketing strategies, actions and budgets that contribute to the positioning of the company according to the analysis of the micro / macro environment, as well as setting control indicators for the proposed strategies in the marketing plan, which allow the control and monitoring of the positioning of the company Juan Ma Postres, following the trend and demand of today's consumers, which is to a greater extent through the promotional channel. In a descriptive approach, it is possible to show that today innovation is responsible for revolutionizing the way to promote the positioning of brands, generating a significant impact and leaving aside the conventional, in the external and internal analysis that the result obtained was carried out. that the company is in today is basically to maintain and retain current customers and users, which is why our efforts were directed at creating effective and profitable strategies in the area of promotion of the company Juan Ma Postres. The consultancy and advice carried out allows us to conclude that a benefit of remembrance towards the consumer is achieved, which favors the ease with which the company and its products are accessed, with enough information that can be obtained from them through the proposed strategies, guaranteeing that the consumer has an experience that optimizes the satisfaction of their needs and loyalty to the brand. Therefore, the correct use of our proposed Marketing plan for the company has the ability to obtain an efficient response to the positioning of the company Juan Ma Postres in the market.