Examinando por Materia "Distribuidoras"

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    Plan de mercadeo para Ángel Distribuciones
    (Universidad EAFIT, 2025) Gutiérrez Álvarez, Jessica; Botero Vásquez, María Fernanda; Sanclemente Téllez, Juan Carlos
    Ángel Distribuciones is a family business led by Juan Ángel Botero, who, twenty-eight years ago, made the decision to invest in his project and enter the broad world of distribution of cosmetics and personal hygiene products. During all these years, the leader has applied his managerial skills, consolidated throughout his experience and career in an empirical manner, which is why he considers that "it is time to transcend and rest", with the objective of involving his professional children to assume the role of taking the company to other levels. For the development of the project, a mixed research is carried out, which includes surveys, interviews and the collection of secondary information. In addition, the environment, the consumer, the business model and the brand differential are analyzed to identify opportunities and develop a pertinent marketing plan, according to the needs of the company and research findings.