Repositorio Institucional Universidad EAFIT ::Examinando por Materia "Velas"

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Consultoría de plan de mercadeo para Luminosa
(Universidad EAFIT, 2021) Prado Moncada, Esteban; López Moreno, Martha Cecilia
To have the skills to understand and identify the problems that SMEs face when offering and creating value could be the antidote to counteract their low level of competitiveness and increase their survival over time. One of the ways to achieve this goal is to acquire skills that allow the development of effective management processes. This study presents the development of a marketing plan for the Luminosa entrepreneurship, a candle producer that, based on its empirical experience and knowledge transfer from the academy, seeks to improve its processes and increase its competitiveness. Throughout this proposal, it is confirmed that all the stages of the planning process are interrelated and should not operate in isolation; all are important and contribute to the development of the SME. Therefore, it is necessary to grant small and medium-sized entrepreneurs structured tools to carry out a marketing plan that, beyond increasing sales, allows them to start an expansion process, without neglecting the generation of competitiveness and the contribution to the country's development.