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Publicación Aproximación a un modelo de gestión comercial para el incremento de ventas en la posventa de vehículos pesados de carga y maquinaria amarilla para la fidelización del cliente en la recompra de activos en concesionarios(Universidad EAFIT, 2023) Giraldo Vélez, Juan David; Vallejo Vélez, Juan Camilo; Giraldo Hernández, Gina MaríaPublicación Plan de mercadeo para la empresa True(Universidad EAFIT, 2023) Pinilla Dávila, María José; Henríquez Díaz, Ángela MaríaThe objective of this work was to present a marketing plan for the Antioquia streetwear brand, True, in order to encourage customers who are in segments B and C to repurchase products during the year, because it was identified that these groups were not able to make two purchases in 365 days during last year. Furthermore, this responds to what was found in a study carried out by the company Everilion, a brand that works with SaaS products, where it was shown that it is six times more expensive to achieve a new customer than to retain an old one. To carry out the marketing plan, we began with an internal and external analysis of the company, which led to the development of the design of a SWOT matrix to rectify the identification of positive aspects and improve the organization. The information collected served as the basis for defining the mission, vision and action plan, as fundamental components of the plan. With its development, the aim is to increase the brand's sales through a real approach to True's customers.