Plan de mercadeo para una pyme del sector de la salud en Pereira

Abstract

The process and development of the marketing plan with the company 48 Hoorass Día aimed to generate the appropriate strategies that allowed the company to develop actions to offer its telemedicine services and assistance, impacting a market in a competitive way. The methodologies and processes that facilitated its execution were: a pestle analysis, that assesses the external environment and how it directly impacts the business model; an analysis of the 5 forces of Porter, that shows the position in which I find myself as a competitor in front of a market; a SWOT analysis and a canvas model, that allow greater clarity about how the internal environment works. Understanding all these elements facilitated the knowledge of new buyer profiles through a market research that helped to establish dynamics and objectives that would allow the penetration of new market segments. Based on these data, the importance of establishing work plans that were aligned with the objectives and purposes of transformation of the company was identified, where it was completely necessary to have total clarity about all those actors that make up the value chain, in order to generate higher value within a specific market. Thanks to the marketing plan executed hand in hand with Eafit University, the company 48 Hoorass Día was able to potentiate its existing communication channels, and now works under specific marketing objectives, that allow it to bet on the development of new channels, massify its services and position its brand over time.