Propuesta de plan de marketing para la pyme colombiana Energía y Diseños S.A.S.

Abstract

A marketing strategy will be designed for SME Energía y Diseños S.A.S. based on efficient tactics that allow to achieve the proposed objectives of increasing its positioning, loyalty and remembrance in the construction sector in Colombia. This process will be developed under the methodology of Professor Dvoskn (Dvoskn, 2004) and Alcaide and Díaz (Alcaide, Bernués and Díaz Aroca, 2013). The initial question asked how to achieve a marketing plan that allows SME Energía y Diseños SAS, to differentiate sufficiently within the construction market, then the exploration and information collection was carried out directly in the company, its analysis through of the 3 methodological phases: (i) analytical (ii) strategic and (iii) operational, constituted by 6 stages and ended with the generation of conclusions regarding the current state of the company and the marketing proposal designed for it. Determining the current position of the organization How is the company? and defining a long-term business vision of PYME Energía y Diseños S.A.S. Where do you want to go? Concrete actions will be proposed through a marketing plan. How will you achieve it? The results will have a monitoring and control process that will allow you to measure the degree of customer satisfaction, your confidence and remembering the brand. How will you control it? In this way, propose a real and objective marketing plan in view of the need of the current market in an economic sector that is in a really complex and changing environment in terms of technical and regulatory processes. The company is in a solid financial position, it was evidenced that its greatest threat is competition with low prices, for this reason it was considered convenient to establish a strategy of product differentiation, supported by the guarantee of compliance with quality standards and intensive strategies through partnerships with organizations to improve certification processes in electrical and related facilities, thus generating a competitive advantage in the (i) reduction of time (ii) minimizing the award of additional works (iii) ensuring compliance with the requirements mandatory quality and safety (iv) minimize unforeseen events (v) avoid sanctions (vi) improve processes; Thus, finally, increasing the capacity to offer a product that meets the legal and regulatory requirements, increasing the satisfaction of the needs and expectations of customers, consequently achieving loyalty and attracting new customers, which leads to expected business growth.