Examinando por Materia "Alimentos preparados a domicilio"

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    Buenas prácticas del marketing digital para empresas de alimentos preparados a domicilio en Pereira
    (Universidad EAFIT, 2022) Juvinao Julio, Carlos Daniel; Lozano Wallens, Luis Miguel; Acevedo Mejía, Érika Cristina; Arjona Molina, Mateo
    In Colombia, the survival rate of enterprises is approximately 30%, it means, of every 10 companies that are opened in the country, seven are closed within five years. Particularly, in the case of the gastronomic sector, 30,000 establishments have been closed in Bogotá after the Health Emergency experienced in 2020 and so far in 2021. In a world of constant change, companies must know new ways to improve their processes to be competitive, profitable and guarantee long-term sustainability. For this reason, it is important to know concepts such as marketing to study the relationship between the company and the client. One of the most relevant sectors for the economy of the region and the country is food and specifically for this study we worked with prepared food companies with home delivery, analyzing their successes and failures, with the aim of identifying good practices of the use of digital marketing in each of their companies as a tool to improve their business process. Thus defining possible actions that allow companies the possibility of attracting customers, developing their ideas and retaining them through Digital Marketing strategies, allowing them to achieve business objectives and not fail in their business development. An exploratory and qualitative methodology was used, via in-depth interviews with entrepreneurs or administrators and observations on digital social networks. Through the results obtained, a consolidated set of practices was provided that facilitated the use of digital marketing in companies in this sector.