Examinando por Materia "Diferenciación"
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Ítem La contribución de la marca personal y el coaching a la construcción del proyecto de vida(Universidad EAFIT, 2021) Spaggiari Pineda, Sofia; Muñoz Diosa, Estefania; Villegas Castaño, Guillermo LeónThe objective of the following research is to identify the contributions of coaching as a development of personal brand to generate added value that strengthens the construction as a projected way of life. Adding to this, we are aiming basic themes and concepts such as brand, persona brand, coaching, among others. These aspects are the concept of the central theme, which allows simplicity when applying the term in question with greater ease and acceptance. This research begins with the search of information through primary sources, mainly professionals and people linked on coaching in Colombia. Based on the outcome of the information, a quality study is carried out through interviews with descriptive statistics. Hence, the purpose of these is to explore the knowledge and interested of the selected social players. Finally, the establishment of a personal brand grows stronger every day due to the awareness of society to deliver talents with a higher degree of expertise to the community. With the results obtained, it’s intended to consolidate some fundamentals bases for the interpretations of a personal brand that integrate the needs of everyone using coaching tools.Ítem Diseño de un modelo de negocio para la venta de instrumentos musicales en la empresa Tienda del Músico(Universidad EAFIT, 2024) Guerra Cardona, Jorge Alberto; Vásquez, FedericoPublicación Formulación de estrategia comercial : caso de estudio Alkamédica S.A.S.(Universidad EAFIT, 2025) García Cortés, Laura Vanessa; Serrano Rivero, Sergio Andrés; Uribe de Correa, Beatriz AmparoÍtem HATSU, un modelo de mercadeo estratégico para escalar las organizaciones(Universidad EAFIT, 2024) Moreno Gallego, Daniel; Muñoz Molina, YaromirThis work details the aspects associated with a brand's need to innovate, create value, and differentiate itself. Companies are obliged to define strategies oriented towards their relevance and permanence. HATSU has become an important benchmark for the country's entrepreneurship and innovation system. This work shows its success and evolution based on the context in which it was born and the way it managed to grow and consolidate itself in the national market.Ítem Plan de mercadeo para la marca Abocados de la empresa Freshcolombia(Universidad EAFIT, 2025) Vanegas Ferraro, Werner Andrés; Montoya Márquez, Verónica; Ruiz Velásquez, María AlejandraThis marketing plan is designed to consolidate the Abocados brand in the Colombian guacamole market, a high-growth sector driven by healthy eating trends and convenience. FreshColombia, the company behind Abocados, seeks to leverage its expertise in handling Hass avocado products to differentiate itself and gain local market share. This plan focuses on overcoming the challenges of brand recognition, strong competition and the lack of segment-specific information, by proposing strategies that allow Abocados to stand out for its quality, freshness and innovation. The environment analysis includes a detailed benchmarking of brands in the sector, identification of consumer trends and opportunities in the market. Based on these findings, key strategies are proposed to increase market penetration, strengthen customer loyalty and improve brand recognition. Tactics include the development of a strong digital presence, educational campaigns to highlight the benefits of guacamole and the expansion of distribution channels, both physical and digital. The plan also establishes performance indicators (KPIs) that will allow monitoring the effectiveness of the implemented actions and making strategic adjustments according to market responses. The goal is to consolidate Abocados as the preferred guacamole brand among Colombian consumers, offering a fresh, healthy product aligned with current trends in sustainability and conscious eating. With this strategy, Abocados has a roadmap to capture growth opportunities and generate long-term value.