Examinando por Materia "Mercado potencial"

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    Ítem
    Análisis y desarrollo de estrategias para aumentar el posicionamiento de la empresa Aceites y Repuestos AUTOVAN
    (Universidad EAFIT, 2023) Vanegas Sánchez, Juliana; Henríquez Diaz, Ángela María
    AUTOVAN is a traditional company in the spare parts sector, with a presence of over 45 years in the city of Pereira. It specializes in the commercialization of automotive spare parts. Initially, it started as a miscellaneous store for multi-brand spare parts, and later shifted its focus to the manufacturing of clutches under its own brand. Currently, AUTOVAN is exclusively dedicated to the marketing of automotive spare parts, including repair kits for Diesel vehicles, sales and repairs of turbochargers, and its flagship product, the sale of Mac brand batteries for gasoline cars. This project focuses directly on positioning the AUTOVAN brand in the Coffee Axis (Armenia, Pereira, and Manizales) to be recognized as the leading company in the marketing of Mac brand batteries. The study involves the development of a marketing plan, beginning with an analysis of the internal and external environment of the company to identify its challenges and opportunities. Subsequently, the battery market is investigated, and based on the environmental possibilities, a strategic objective is proposed, which concentrates on positioning the AUTOVAN brand. To ensure the achievement of the objective, various strategies are proposed. These strategies are expected to be implemented through different activities that will allow the company to validate the market and establish a strong brand presence.
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    Ítem
    Estudio de prefactibilidad para el desarrollo de un proyecto ecoturístico en la vereda de San Pedro finca la Marquesita en el municipio de Anserma Caldas (Colombia)
    (Universidad EAFIT, 2024) Bedoya Velez, María Elisa; Corrales Saldarriaga, Juan David; Gómez Salazar, Elkin Arcesio
    The present feasibility study aims to determine the viability of developing an ecotourism project in the San Pedro village, La Marquesita farm, located in the municipality of Anserma, Caldas. To this end, an exhaustive analysis of the tourism sector in the region was conducted, identifying trends, opportunities, and threats that could influence the project’s development. Additionally, the potential market was evaluated, understanding the needs and preferences of the target audience and analyzing the existing competition. A detailed technical feasibility study was carried out, considering the required infrastructure, available natural resources, accessibility, and the carrying capacity of the environment. Legal and regulatory frameworks were also identified, and the necessary administrative processes and procedures for efficient project management were established. Furthermore, the project’s environmental impact was assessed, designing mitigation, control, correction, conservation, and compensation measures to ensure the preservation of natural resources and biodiversity in the area. The financial viability was calculated by estimating investment costs, expected revenues, and projected cash flows, as well as identifying available funding sources. Finally, potential risks associated with the development and operation of the ecotourism project were identified and mitigation strategies were implemented. This study provides a solid foundation for informed and strategic decision-making in the management of ecotourism projects in the region.
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    Ítem
    Plan de mercadeo Retiro Cabin
    (Universidad EAFIT, 2022) Bedoya Gallego, Nelson Antonio; López Moreno, Martha Cecilia
    A marketing plan defines and highlights the relevant aspects within the proposal of a service or product, in order to guarantee an efficient development in the capital investment of the company or other investors, thereby making the marketing plan the main traceability of viability within a strategic plan. With this in mind, the Retiro Cabin research project seeks to build a specific market niche for the permeation of a deluxe product with the ecological experience offered by the municipality of El Retiro, Antioquia, led by the company Cuartoplano. Thus, the project starts from the strategic and systematic study of the context in application of the PESTEL and DOFA Matrix, emphasizing the impact of these factors on the viability of the project, hence the research accentuates the main aspects of the product and compares it within the market, facilitating an effective work perspective within the selected market segment. From there, it is intended to generate market strategies focused on the marketing mix ensuring consumer loyalty under a business model that allows profitability for the company and its owners, where Retiro Cabin represents an experience from the aesthetic, ecological, comfortable and deluxe, in one of the most exclusive sectors of Antioquia.