Examinando por Autor "Guevara Zapata, Ariadna"

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    Propuesta de plan de mercadeo para la spin off Bottom de la Universidad EAFIT
    (Universidad EAFIT, 2022) Guevara Zapata, Ariadna; López Moreno, Martha Cecilia
    This work takes place in Colombia, in the department of Antioquia, in the city of Medellín. It has a marketing focus on companies in the filter sector. The general objective is to design a marketing plan for a Spin-Off of the Nanofilters sector of the Aburrá Valley metropolitan area, specifically the Bottom company (EAFIT University Spin Off) that allows it to identify its external and internal environment, weaknesses and strengths. With the aim of entering the filter market in a successful way, with growth and lasting over time. To start, the company is presented, its situation and its market are analyzed. In this way we can identify how the Spin-Off is currently. The objectives of this market plan are proposed, according to the weaknesses and opportunities. The pertinent research to be carried out and its respective tool are suggested. Then, the marketing mix strategies that are recommended to execute at the Spin-Off are described. Finally, topics such as budget, schedule, indicators and lessons learned are addressed. As a final objective, a document is presented with all the information collected and the results obtained.