Maestría en Administración - MBA (tesis)
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Publicación Factor de negociación en el mercado inmobiliario de Medellín, Colombia : identificación de patrones espaciales mediante el modelo Kriging de interpolación geoestadística(Universidad EAFIT, 2025) Harry, Juan José; Agudelo Torres, Jorge Enrique; Giraldo Hernández, Gina MaríaThis study analyzes the Negotiation Factor (FDN), internationally known as Degree of Overpricing (DOP), in the real estate market of Medellín. Initially, traditional valuation techniques such as Ordinary Least Squares (OLS) regression were assessed, followed by an evaluation of spatial methodologies, including spatial econometrics and geostatistical methods. Ultimately, Kriging spatial interpolation was selected as the primary method, complemented by technological tools such as Geographic Information Systems (GIS), to process, integrate, and georeference spatial data from real estate transactions recorded in 2024, alongside key variables influencing property price formation. The main objective was to investigate whether the FDN follows specific spatial correlation patterns or if it results from random market conditions. The results revealed significant spatial autocorrelation of the FDN, influenced by factors such as location, accessibility, and urban environmental attributes. These findings provide practical tools for optimizing negotiation strategies, property valuation, and urban planning.Publicación Estrategias para reducir la rotación de personal en la industria textil de Medellín : el caso de estudio de Creaciones Carsil SAS(Universidad EAFIT, 2025) Cabrera Mosquera, Luis Carlos; Betancur Hurtado, Carlos MarioThis study analyzes the strategies implemented to reduce employee turnover in the garment industry in Medellín, with a particular focus on Creaciones Carsil SAS. Through a case study, the main causes of employee turnover are identified, and the tactics employed by the company to improve employee retention are evaluated. The results indicate that the implementation of training programs, improvements in working conditions, and the strengthening of organizational culture have been effective in reducing turnover. This analysis provides a reference framework for other companies in the sector facing similar challenges.Publicación Estudio de prefactibilidad de una plataforma tecnológica e-commerce para la comercialización de café especial verde en el mercado de Estados Unidos por parte de la Federación Nacional de Cafeteros de Colombia(Universidad EAFIT, 2025) Pajoy Bastos, Daniel Alejandro; Uribe Marín, Ricardo; Uribe de Correa, Beatriz AmparoThis prefeasibility study evaluates the viability of an e-commerce technology platform for marketing Colombian green specialty coffee in the United States, implemented by the Federación Nacional de Cafeteros de Colombia. The objective is to determine the feasibility of this solution as a commercial tool. The methodology developed for this study is an analysis that encompasses the market, technology, organization, and finances. The analysis measures the demand in the United States for Colombian specialty coffee marketed digitally, which allows for differentiation through strategies involving aspects such as traceability and supply chain efficiency. The solution is complemented by an adaptable and scalable CRM integrated with the SAP ERP. The proposed administrative structure allows for the e-commerce platform, customer management, and logistics to create a high-value shopping experience for the buyer. The financial analysis was projected over five years to thoroughly review the feasibility. The result was a positive NPV and an IRR higher than the FNC's cost of capital. The projected net profit is positive from the second year, a characteristic that strengthens the investment decision. The sensitivity analysis determined a dependence on sales volume, for which ongoing monitoring of commercial and financial performance is recommended. The pre-feasibility study showed that the platform is feasible for marketing Colombian green specialty coffee in the United States. Its potential to generate economic value and contribute to the benefit of coffee growers by modernizing the marketing of Colombian coffee is highlighted.Publicación Propuesta de un plan de mercadeo para el ingreso al mercado de hoteles, restaurantes y cafeterías de la empresa Santacoloma Coffee S.A.S.(Universidad EAFIT, 2025) Santacoloma Agudelo, Juan Diego; Londoño Vélez, Natalia; Uribe de Correa, Beatriz AmparoPublicación Modelo de direccionamiento estratégico para la empresa TDMEK(Universidad EAFIT, 2025) Mejía Agudelo, Sara Valentina; Uribe de Correa, Beatriz Amparo; Delgado Restrepo, Ricardo de JesúsPublicación Plan exportador Uniroca(Universidad EAFIT, 2025) Ramírez Roldán, Daniel; Cadavid Grajales, César Fabián; Roldán Yepes, RaquelPublicación Definición de oportunidades de productos importados para la atención de necesidades del sector HORECA en Pereira(Universidad EAFIT, 2025) Mejía García, Kevin; Uribe de Correa, Beatriz Amparo; Londoño Vélez, NataliaThe HORECA sector, which includes businesses such as hotels, restaurants, casinos, and institutional food services, is one of the most important drivers of the Colombian economy. This is why the research objective focuses on identifying opportunities for the portfolio of imported products in the HORECA sector in the city of Pereira. By conducting a documentary review through marketing and consumer behavior frameworks, combined with understanding the context and perception of business owners, the research identifies their main challenges and needs, decision-making processes, and the development of a communication and commercialization strategy for the product category in question. The findings indicate that the most relevant challenges lie in the workforce and the changing dynamics of the market, aligned with decision-making processes that follow a similar structure across organizations. However, depending on the size of the company, the level of complexity may increase. Regarding the determination of commercialization strategies and opportunities in the sector, it is identified that there is a demand for a variety of imported ingredients in line with the growing trend of international cuisine in the city, as well as the implementation of process technologies. This is paired with marketing through highly qualified advisors, providing support and training, and participation in innovation and technology fairs to strengthen relationships and improve the company’s positioning.Publicación Efectos del conflicto Rusia-Ucrania sobre las metas de carbono neutralidad(Universidad EAFIT, 2025) Álvarez, María Carolina; García Rendón, JohnPublicación Estudio de prefactibilidad para la creación de una empresa Fintech basada en open finance en Colombia(Universidad EAFIT, 2025) Quiñónez Ávila, Jhonatan; Salazar Gómez, Francisco Javier; Uribe de Correa, Beatriz AmparoThis prefeasibility study analyzes the viability of creating a fintech company boosted by open finance in Colombia. The main objective is to determine whether providing services supported by this model is sustainable from a technical, legal, and financial perspective. To achieve this, market, technical, administrative, and legal analyses were conducted, along with financial projections under different scenarios. The market analysis showed an opportunity for a personal finance management tool supported by open finance, enhanced by the current regulatory framework that facilitates the interoperability of banking data. A freemium monetization strategy was selected, allowing for the acquisition of a broad user base through a free service while generating revenue from premium plans. From a technical standpoint, a scalable architecture based on cloud microservices was proposed to ensure operational efficiency and adaptability. On the legal side, the regulatory requirements for operating within Colombia’s legal framework were identified, including data protection and business incorporation requirements. The financial analysis indicated that the project is viable, with an internal rate of return (IRR) higher than the opportunity cost. However, the scenario analysis highlighted that profitability depends on customer acquisition and the effectiveness of the conversion strategy. In conclusion, the study confirms that the creation of this fintech is feasible and represents a business opportunity within Colombia’s financial ecosystem, provided that adequate user acquisition and retention strategies are implemented.Publicación Plan exportador de café verde de origen para Urbania Café SAS(Universidad EAFIT, 2025) Gómez Samper, Daniel Felipe; Montoya Gómez, Felipe; Henríquez Diaz, Ángela MaríaPublicación Estudio de prefactibilidad de un proyecto de turismo ecológico en Santander, Colombia(Universidad EAFIT, 2025) Ramírez Ruiz, Paula Alejandra; Salazar Gómez, Francisco Javier; Uribe de Correa, Beatriz AmparoPublicación Estudio de factibilidad para crear en Pereira una microempresa productora de alimentos refrigerados saludables listos para ser consumidos(Universidad EAFIT, 2025) Casas Bareño, Edilberto; Escobar Salazar, Sergio; Londoño Ayran, Juan Carlos; Uribe de Correa, Beatriz Amparo; Salazar Gómez, Francisco JavierPublicación Definir una estrategia de mercadeo para la expansión de la marca de lencería masculina Sexy69 en la ciudad de Barranquilla(Universidad EAFIT, 2025) Ocampo García, Edgar Ferney; Uribe de Correa, Beatriz Amparo; Londoño Vélez, NataliaThe purpose of this document is to define a marketing strategy for the expansion of the Sexy69 brand to the city of Barranquilla, some surveys were conducted in homosocialization venues and erotic stores in the city, along with contextual information analysis. The survey results, along with the absence of men's lingerie physical stores or businesses offering such products, the low inventory, and the limited variety of references in erotic shops, confirm the hypothesis of unmet demand in the city. Although a low percentage of men willing to wear lingerie was identified, most of the target audience remains conservative, preferring garments with few variations from traditional styles; therefore, establishing a Sexy69-branded physical store in Barranquilla would be very risky. A commercial partnership with an already established store that demonstrates interest in selling Sexy69 garments through a consignment inventory model would be the most effective expansion mechanism. Detailed monitoring of sales from this partnership will provide valuable data on brand acceptance, the most demanded references, and preferred characteristics for subsequent phases of expansion. Given the conservative nature of the target audience, the potential expansion of the Sexy69 brand should start with a portfolio focused on discreet designs, colors, and textures, complemented by special launches featuring bolder garments on key dates, such as Barranquilla’s Carnival, San Valentin´s Day, etc. The selection of strategies based on the 4Ps tool will be essential to mitigate the risks of expanding Sexy69 into the city of Barranquilla.Publicación Percepción de los trabajadores de una empresa de distribución de combustibles en torno al área de gestión humana(Universidad EAFIT, 2025) Manchego Acevedo, Estefanía; Betancur Hurtado, Carlos MarioPublicación Desafíos en la gestión comercial de las empresas familiares en Colombia : caso Creaciones Monteblanco SAS(Universidad EAFIT, 2025) Manevich Cohen, Susan; Vallejo Vélez, Juan Camilo; Giraldo Hernández, Gina MaríaPublicación Estudio de prefactibilidad financiera para el desarrollo de un centro logístico en Urabá, a raíz de la apertura de Puerto Antioquia en 2025(Universidad EAFIT, 2025) Patiño Congote, Alberto; Uribe Marín, Ricardo; Giraldo Hernández, Gina MaríaPublicación Estrategias de fidelización de clientes de agencias de seguros en el eje cafetero(Universidad EAFIT, 2025) Rojas Giraldo, Alejandra María; Ramírez Parada, César Augusto; Murillo Martínez, Mauricio; Serrano Rivero, Sergio Andrés; Uribe de Correa, Beatriz AmparoThe objective of this research is to design loyalty strategies for companies in the Coffee Axis that operate as insurance intermediaries, aiming to retain their clients, who are prominent entrepreneurs in the region. Throughout this study, several theoretical approaches are discussed, highlighting the insurance sector and intermediation as a sales channel, customer service and attention, customer management and loyalty strategies, relational marketing, digital marketing, e-commerce, neuromarketing, value strategies, and competitiveness. It is worth noting that during the research process, which followed a qualitative approach, unstructured interviews were conducted with an intentionally defined sample of entrepreneurs from the Eje Cafetero, selected by the authors of the study. The purpose was to identify the loyalty strategies employed by insurance intermediaries who assist these entrepreneurs with risk transfer based on their analysis and advice. Additionally, firsthand feedback was gathered from these entrepreneurs, including their comments, opinions, and observations as leaders of their companies, owners, or decision-makers in risk management. The findings and results, derived not only from the interviews but also from their analysis, highlighted the importance entrepreneurs place on proximity and relationships with intermediaries, personalized attention, agility in response times, attention to and follow-up on claims, and the provision of a differentiated value offering. The main conclusion drawn from the results is the need to implement strategies that enable companies to work collaboratively with insurance intermediaries. This collaboration should aim to provide personalized attention tailored to client needs, establish effective and ongoing communication, and foster customer loyalty. These efforts ensure brand allegiance, contribute to the sustainability and competitiveness of the company in the market, and address the challenges faced by the insurance sector in the region.Publicación Modelo estratégico de mantenimiento basado en el negocio para la empresa Tenaris Tubocaribe(Universidad EAFIT, 2025) Rodríguez Martínez, Juan Sebastián; Escalante Gómez, Juan EstebanPublicación Plan de negocio para la estructuración de una consultora enfocada en el desarrollo económico y en la estandarización de procesos de las pymes colombianas(Universidad EAFIT, 2025) Vargas Vargas, Michael Alejandro; Mora Cuartas, Andrés MauricioThe low strategic and planning development of SMEs means that 90 % of all companies in Colombia do not have a clear business development plan, despite the fact that the opportunity for growth is high, understanding internal and external variables and the ways in which the Colombian market is functioning. The reasons why this type of companies do not grow correspond to the restriction of access to markets. Thanks to this opportunity, the need arises to create a consulting company that helps Colombian SMEs with exponential growth in different areas of interest, in both internal and external environments and in how an impact and strategic development can be generated. In this degree work, the business plan of said consulting firm is proposed, focusing on the following items: profitability and finance, process standardization, legal assistance, export and import processes, and marketing.Publicación Propuesta de modelo de gestión global para el área de desarrollo de clientes de Nacional de Chocolates(Universidad EAFIT, 2025) Baraya Londoño, Juan Esteban; Vallejo, Juan Camilo; Hernández Giraldo, Gina María