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    Plan de mercadeo Biscuitto 2021
    (Universidad EAFIT, 2021) Henao Restrepo, Andrea; Henríquez Díaz, Ángela María
    This document is a marketing plan for an entrepreneurship in Medellín named Biscuitto. First the strategic orientation of the company was defined, followed by an analysis of its external situation considering the variables that can affect any entrepreneurship in the country as well as the categories included within pet products, then the size of the market and the segment to which the brand is directed were analyzed; Finally, the internal variables were analyzed to understand the company's strengths and weaknesses. Based on the initial information about the internal and external environment of the company, the objective to position Biscuitto as a natural, conscious and close brand was proposed, aiming to achieve recognition in 10% of its target audience in the city of Medellín within 8 months, and it was sought to achieve it through various strategies, the first one is to create a content marketing strategy that manages to convert and retain potential customers, the second strategy is to give more visibility to the brand and its products in both physical and digital environments according to the consumption habits of potential customers and tactics, both digital and offline. Also, a schedule and budget projected for one year were proposed. Finally, a contingency plan and a control of results are suggested, to evaluate month by month the implementation of the marketing plan and evaluate whether they are obtaining the expected results and what are the lessons learned.