Plan de mercadeo para una pyme del sector de servicios de consultoría en Medellín

Abstract

The development of the marketing plan for the company Indeleble S.A.S. had the objective of knowing the market trends in sustainability issues with a focus on social issues, to generate strategies to develop actions to offer its services and position itself competitively in the market, making use of the digital resources that the company has to increase its sales. The methodologies and processes that facilitated its execution were: the development of a Pestel analysis, which evaluates the external environment and how it impacts on the business model; an analysis of Porter's matrix, which shows the position in which the company is compared to the competition in the market, a SWOT analysis and a Canvas model, which allow to have more clarity about how the internal and external environment of the company works, also carried out the development of a benchmark as a research methodology for the collection of information. The execution of these methodologies allowed acquiring knowledge about the new trends implemented by the competition to subsequently propose their implementation in the company through the development of strategies and activities within the marketing mix. Finally, topics such as the execution budget, activity development schedule, indicators and lessons learned were addressed. The development of this document is intended to present to the managers of Indeleble S.A.S. a detailed report and a marketing plan proposal for its subsequent implementation.