Examinando por Materia "Mezcla de producto"

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    Plan de mercado para la empresa Alcom Comercializadora en el municipio de Calarcá - Quindío
    (Universidad EAFIT, 2024) Rosas Herrada, Manuel Alejandro; López Moreno, Martha Cecilia
    Alcom Comercializadora, throughout its seven years in the market, has never had a marketing plan that allows it to have a valuegenerating marketing mix for the HoReCa channel in which it operates. Additionally, its current portfolio should be enhanced for gastronomic microenterprises, which make up 96% of the industry in Quindío. Therefore, a marketing plan is proposed with the aim of identifying 10 product references that meet the needs of these gastronomic businesses. The method for developing this starts with a quantitative research with a behavioral purchasing focus in 18 gastronomic businesses, representing 25% of Alcom's client portfolio in the HoReCa channel. The research instrument is conducted digitally through the Qualtrics tool and consists of questions related to the styles of gastronomic businesses, reasons for purchase, preferred or necessary product lines, purchase frequency, sales channels, among others. Additionally, the research results identified 5 product references focused on fast food restaurants and 5 references for café businesses. Finally, these previous results allowed for the development of a comprehensive marketing strategy for the portfolio with a much clearer focus on the HoReCa channel, providing Alcom Comercializadora with competitive advantages and, in the long term, making it the market leader in the Quindío department.