Examinando por Autor "Botero Giraldo, Juan David"

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    Plan de mercadeo Fuego Alto cocina relacional
    (Universidad EAFIT, 2024) Botero Giraldo, Juan David; Congolino Solarte, Laura Alejandra; Henríquez Díaz, Ángela María
    This marketing plan was developed for the family-owned company Fuego Alto, located in the city of Envigado, Antioquia, Colombia. The company specializes in corporate events with catering services and culinary workshops. The objective of this study is to strengthen the positioning of the culinary workshops within the company’s service portfolio so that they represent a greater percentage of total revenue within one year. The methodology employed in this plan was varied, combining quantitative research through customer surveys and qualitative research through in-depth interviews and event observation. From these methods, valuable insights were identified regarding areas requiring reinforcement to enhance the visibility of the workshops. Based on these findings, various strategies were proposed, encompassing different channels for the short and medium term, enabling the company to begin applying them and achieve the stated objective.