Diseño de un plan de marketing para una empresas de productos químicos industriales

Abstract

The present work aims at the elaboration of a marketing model for a company dedicated to the manufacture and commercialization of industrial chemical products in the department of Valle del Cauca. This begins by identifying the theoretical postulates of Igor Ansoff, Michael Porter and Philip Kotler within the Framework of Reference, as well as the context of the organization and the applicable Colombian legal framework. Subsequently, the development of surveys and interviews that become the inputs to identify the profile of consumers, the type of communication to be used and finally define the appropriate marketing strategy. The conclusions presented serve to contextualize and define the North of the company as to how to implement the Mix of communications, who are the buyers, how they think, in what criteria they base their purchases and what elements of the Mix of markenting must implement to achieve recognition and growth. The recommendations are basically directed to the steps and priorities that can be related to achieving the objectives, all based and argued in the three variables where the work is developed.