Plan de mercadeo para la empresa Ingeniería y Vivienda S.A.S.

Abstract

Ingeniería y Vivienda is a company that has been in the market for twenty years, managing and building housing projects in the department of Antioquia. The year 2022 came with an opportunity for the company to build two projects in the cities of Bello and Copacabana. One of them will be what is known as VIS (Spanish acronym for social interest housing), a project that aims to contribute to guaranteeing the right to housing for people with lower income, offering housing units with a value of up to 135 SMMLV (Spanish acronym for applicable minimum legal monthly wage). The other project will be mixed, i.e., it contains No-VIS apartments, whose price exceeds the value of 135 SMMLV. These projects will require strategies framed by a marketing plan that supports the commercial decisions made for the company. It is important to define a plan for the abovementioned housing projects, considering the service model that the competition is using and the aspects of emotional marketing that may be influencing the purchase decision.