Especialización Negocios Globales e Innovación

URI permanente para esta colecciónhttp://hdl.handle.net/11634/49632

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Mostrando 1 - 20 de 21

Creación de una empresa de servicios logísticos de última milla en EE.UU. BERAKHAH, LLC
(Universidad Santo Tomás, 2025-12-03) Acero Pineda, Laura Camila; Canonigo Galvis, Alfonso; Universidad Santo Tomas
Berakhah LLC, has identified a growing market opportunity for deliveries in Salt Lake City, Utah, and surrounding areas, particularly in last-mile service, where efficiency, punctuality, and traceability are essential. Our solution consists of an optimized logistics service with its infrastructure and highly qualified personnel, focusing on package delivery as a strategic contractor for OnTrac. The overall objective of the project is to establish a sustainable operation that combines data analysis, route optimization, and rigorous quality standards, thus ensuring a reliable, safe, and competitive service. Financial projections indicate a profitable operation from the first year, characterized by a positive gross margin and the ability to scale into new areas, thanks to the implementation of technology and continuous process improvements. Keywords: Last-mile logistics, efficient distribution, data analysis, OnTrac, route optimization
Estudio de factibilidad para la producción y comercialización de productos capilares con ingredientes naturales y sostenibles
(Universidad Santo Tomás, 2026-02-06) Millán Garzón, María Camila; Garzón Martínez, Yamile; Aguillón Duarte, Freddy Alonso; Universidad Santo Tomás
This feasibility study evaluates the production and commercialization of a haircare product line formulated with natural and sustainable ingredients for the Colombian market. The analysis includes an assessment of national and international industry trends, identifying a growing demand for sustainable, functional, and locally inspired cosmetic products. The study also examines market opportunities within the haircare segment, which shows strong consumer interest in repair, strengthening, and specialized treatment products. The project incorporates a marketing plan that outlines the brand positioning, target segments, value proposition, and multichannel promotional strategies required for market entry and growth. Additionally, the financial plan includes revenue projections, cost structure, investment requirements, and cash flow simulations under pessimistic, realistic, and optimistic scenarios. Financial indicators (NPV, IRR, and Payback Period) demonstrate positive outcomes, confirming the project’s profitability and long-term sustainability. Overall, results indicate that the initiative is feasible from commercial, technical, and financial perspectives Keywords: Hair care products, sustainability, natural ingredients, business plan
El Papel del Comercio Electrónico en la Eecuperación del Sector Minorista Colombiano
(Universidad Santo Tomás, 2026-01-28) Rangel Gualdron, Anhi Judith; Aparicio Castro, Yery Fernando; Aguillón Duarte, Freddy Alonso; Universidad Santo Tomás
E-commerce in Colombia grew 20% annually between 2018 and 2024, transforming the retail sector in the face of COVID-19 and the subsequent return to normal. This research analyzes how retail companies integrated digital platforms as a key driver of recovery and expansion. Using a methodology that combined literature review and case analysis, the findings were organized into three categories: i) access to digital technologies (mobile penetration, payment gateways, marketplaces, and last-mile logistics); ii) internal and external factors driving digitalization (organizational capacity, talent, and analytics; regulation, infrastructure, and consumer behavior); and iii) effects on competitiveness (omnichannel, reduced transaction costs, expanded coverage, and improved service). The results show that the adoption of e-commerce increased sales and purchase frequency, accelerated omnichannel models, and strengthened operational resilience, although gaps persist for SMEs in logistics costs, payment methods, cybersecurity, and returns management. It is concluded that competitive advantage depends on integrating technology, processes, and data with information governance and logistics alliances.
Plan de negocio para la producción y comercialización de miel de abejas en cápsulas
(Universidad Santo Tomás, 2025-10-01) Gantiva Delgado, Javier Mauricio; Urrea Torres, Lina Paola; Gómez Parada, Edgar Javier; Universidad Santo Tomás
This project presents a growth strategy for ColomBee, a subsidiary of Apícola Campo Verde, a Colombian company founded in 2008 that produces bulk honey and maintains an active commercial relationship with the United States. ColomBee was created in 2021 with the vision of marketing 100% natural honey in individual portions with added value. As a natural evolution of this vision, the current project focuses on the commercialization of honey in single-dose capsules, an innovative format that meets the needs of modern consumers who seek convenience, hygiene, and portability without compromising product quality. The honey used in these capsules comes from both Apícola Campo Verde and allied small-scale beekeepers, ensuring traceability, purity, and a positive social impact. The main objective is to position the brand in key cities in Colombia and expand internationally, making use of the commercial and operational expertise of Apícola Campo Verde. Financial projections show a favorable outlook in terms of sales, profitability, and return on investment, supported by a scalable model and a differentiated value proposition.
Celdas de Combustible Microbianas de Plantas (PMFC): Oportunidades en el Mercado Colombiano
(Universidad Santo Tomás, 2025) Morales Angulo, Alison Julianna; Aguillon Duarte, Freddy Alonso
The following monograph analyzes the potential of Plant Microbial Fuel Cells (PMFCs) in the Colombian market, focusing on their ability to diversify the country's energy matrix and reduce dependence on fossil fuels. This research addresses the agricultural applications, technological challenges, and regulatory barriers faced by this technology in Colombia. A methodological approach based on the collection and analysis of scientific literature and case studies was used, highlighting the use of local biomass and the advantages of distributed generation. The results show that PMFCs have a high potential to contribute to sustainable development, although their implementation requires a comprehensive strategy that includes incentives, public policies, and technological development.
Estrategias para la implementación de innovación y desarrollo de nuevos productos en Appriori Seguros
(Universidad Santo Tomás, 2025-07-08) Castrillón Rojas, Karol Dayana; Bracho Colina, Erimar Carolina
This case study addresses strategies for implementing innovation and developing new products at Appriori Seguros. The research examines the challenge of maintaining competitiveness in a highly regulated sector undergoing continuous technological evolution. A qualitative methodology was used, based on semi-structured interviews with key stakeholders and a document review of internal policies, performance reports, and relevant theoretical models. The findings identify key factors for innovation, including the implementation of a change management model and the strengthening of an organizational culture focused on innovation. The designed strategies aim to optimize internal processes and anticipate market demands through innovative solutions based on data analysis. This highlights the importance of fostering flexible organizational structures and leveraging technological tools to remain competitive and adapt to a constantly evolving market
Viabilidad para la puesta en marcha de una empresa enfocada en Soluciones Tecnológicas en la ciudad de Barranquilla
(Universidad Santo Tomás, 2025-06-24) Cantillo Avendaño, Ana Karina; Bracho Colina, Erimar Carolina
This work evaluates the feasibility for the development of a company focused on technological solutions in the city of Barranquilla, addressing the growing demand for digital transformation in the region. By performing a detailed market evaluation, it identifies a promising niche among local SMEs, focusing on innovative services such as data analytics, IoT device integration, and custom software development. Additionally, the business model incorporates digital transformation consulting, artificial intelligence tools implementation, and specialized technical support, creating a comprehensive service offering. This project not only meets current business needs but also aims to enhance competitiveness, technological innovation, and economic development in the local context.
Análisis del programa Seamos Empresarios Formalizados y su efecto en las microempresas
(Universidad Santo Tomás, 2025-06-24) Giraldo Giraldo, Lina Marcela; Valero Cordoba, Gladys Mireya
The program “Seamos Empresarios Formalizados,” implemented by the Barrancabermeja Chamber of Commerce since 2021, aims to promote the formalization and strengthening of micro-enterprises through training in marketing, finance, accounting, administration, and productivity. In 2023, personalized advisory services were added to address specific business needs. This study, using a qualitative approach with 250 interviews and document analysis, evaluated the program's effectiveness and impact on business sustainability. Results show high acceptance, with 97.6% of entrepreneurs rating the experience positively, 100% valuing the personalized advisory services, and 99.2% finding the content useful. However, 43% did not perceive improvements in sales, indicating a need to enhance the commercial strategy component. The program's reach remains concentrated in Barrancabermeja (85% of participants), highlighting the necessity to expand access to peripheral municipalities. Beneficiary profiles show that 71.29% are women and 41.25% have only completed high school, emphasizing the importance of accessible and inclusive training strategies. Overall, the program has contributed to improving legal compliance, financial management, and business administration. Nevertheless, further efforts are needed to broaden geographic coverage, reinforce practical sales components, ensure follow-up after training, and integrate digital tools. These improvements would help consolidate the program as a vital element for strengthening the business ecosystem in Barrancabermeja and its neighboring regions.
Innovación estratégica para el fortalecimiento de marca e interno de Digital Exp
(Universidad Santo Tomás, 2025-02-27) Martinez Ramos, Pilar Martinez; Flórez Orejuela, Eduwin Andrés
The consultancy focused on developing a collaborative action plan to strategically transition Digital Exp S.A.S. from a traditional agency to a specialized design and strategy studio. Based in Bucaramanga, Santander, and with 7 years of market experience, Digital Exp offers services in custom software development, software leasing, branding, and digital strategies. The process began with a comprehensive diagnosis using PCI and brand positioning matrices, which facilitated the identification and prioritization of two key areas for improvement. Based on these findings, a comprehensive action plan was formulated and presented. This plan included the creation of a post-sale program aimed at increasing customer satisfaction by 15% and recovering at least 20% of inactive clients within 12 months. Additionally, activities were implemented to strengthen the internal perception of the company and promote the professional development of the team over a 9-month period.
Diseño de una propuesta de medios digitales para el mejoramiento de la presencia digital de la empresa Extrucol S.A,
(Universidad Santo Tomás, 2024-10-26) Durán Cárdenas, Yesika Andrea; Suárez Bayona, Yuli Marcela; Cruz Solano, Carlos Humberto; Suárez Suárez, David Andrés
This study focuses on examining digital media strategies and proposes an initiative to improve the online presence of Extrucol S.A., a company that produces and distributes polyethylene pipe and fittings, with nationwide operations. The proposal covers the identification of digital tools used by the company, analysis of competition, creation of digital campaigns and formulation of digital marketing strategies. Initially in the research, a low presence in social networks is observed, despite having SEO and SEM strategies that have positioned its website, with good traffic results, although with possible changes in the keywords used. When analyzing the competition, it is evident that some of them have an advantage in social networks and well-focused SEO strategies. Therefore, it is proposed to implement advertising campaigns on Facebook, Instagram, LinkedIn and Google Ads, oriented to brand recognition and conversion, accompanied by an action plan with budget and metrics to evaluate their performance and expected results in social networks.
Diseño de una propuesta de medios digitales para comercializar un dispositivo antiladridos para mascotas en el mercado colombiano.
(Universidad Santo Tomás, 2024-07-12) Alonso Uribe, Andrea; Leal Malagón, Eva Marcela; González Cuellar, María Brenda; Suárez Suárez, David Andrés
This document outlines the creation of a successful media plan to introduce an anti-barking device into the Colombian market. This device, which safely and quickly discourages dog barking, will be marketed under the dropshipping model. The buyer persona serves as the starting point to develop benchmarking that allows for an understanding of the competition, thereby developing the correct digital strategy to optimize investment in advertising and subsequently enabling SEM and SEO analysis. In the second part, with the conclusions obtained from studying the competition, we delve into the creation of the digital marketing campaign, considering the keywords, using the tools provided by Facebook, designing a product landing page, and finally, the digital media plan. At the end of this paper, with the delivery of an action plan, a roadmap is generated to introduce the anti-barking device into the proposed market.
Diseño de una propuesta de medios digitales para el mejoramiento de la presencia digital de la empresa Laika
(Universidad Santo Tomás, 2024-07-11) Cruz Gómez, Sofia Nathalia; Ballesteros Mogollón, Johana; Romero Domínguez, Natalia; Suárez Suárez, David Andrés
This study proposes strategies in digital media to improve the online presence of Laika Universo Peludo, a company dedicated to providing products and services related to the care and well-being of pets, specifically focused on the canine and feline universe. Its main activities include the sale of pet food, accessories such as toys, clothing, collars, leashes, as well as services such as animal care and aesthetics, training, pet boarding and other related services. The goal is to create a strategy that increases Laika's visibility on search engines and social media platforms, potentially through SEO-optimized content. Additionally, develop engaging and relevant content to encourage audience interaction with the brand on digital platforms, thus promoting purchases, comments, shares and likes. This approach aims to capture potential customers and convert them into real customers. On the other hand, the competitive analysis reveals a clear advantage of its main competitors. This advantage is attributed to their active presence and strategic advertising on social media platforms. Additionally, their SEO strategy is optimized, with keywords that align with the highest search trends. To enhance the company's positioning, digital marketing strategies are developed through a comprehensive action plan. This plan involves implementing advertising campaigns on Facebook, Instagram, LinkedIn and Google ADS, with a focus on brand recognition and reach.
Diseño de una Propuesta de Medios Digitales que Permita el Mejoramiento de la Presencia Digital de la Empresa Cablecol en el Municipio de Girón.
(Universidad Santo Tomás, 2024-07-12) Guardo Mena, Davis de Jesús; Suárez Suárez, David Andrés
This document presents a detailed analysis and diagnosis of Cablecol's digital media plan compared to its main competitors in the electric cables sector. The aim of this study is to identify areas for improvement and opportunities to optimize the company's online presence, in order to increase its competitiveness in the digital market. Comparative analysis methods were employed using specialized tools such as SimilarWeb and SEMrush to evaluate key metrics. These metrics include global and local ranking, monthly traffic, website performance, loading speed, and average user interaction. The results reveal that Cablecol has a strong online presence, excelling in aspects such as content quality and audience interaction. However, areas for improvement were identified in website loading speed and visibility on certain digital platforms. The SWOT analysis highlights the current strengths and weaknesses of Cablecol's digital strategy, as well as opportunities and threats in the digital environment. Based on these findings, the final proposal includes specific and practical recommendations to enhance the company's digital strategy, such as optimizing website performance, increasing investment in digital advertising, and exploring new emerging social media platforms to expand its reach.
Bee pack: empresa para la producción de envolturas y bolsas a base de cera de abejas
(Universidad Santo Tomás, 2023-12-18) Rojas Chaustre, Paola Stefania; Gómez Parada, Edgar Javier
The Bee Pack project proposes the creation and commercialization of ecological wrappers made from beeswax and organic cotton in the city of Bogotá DC. These wrappings offer an ecological alternative to conventional plastic wrappings. The business idea stems from the growing demand for sustainable and environmentally friendly products. For consumers looking to reduce their carbon footprint and eliminate the use of single-use plastics. The production of the wrappers is quite simple and there are few processes to execute as there are few raw materials involved. The proposed business model focuses on a value proposition that highlights the sustainability and reusability of the wrappers. Bee Pack, due to its sustainability, reusability, flexibility and capacity to preserve food, makes it an attractive alternative to plastic and aluminum foil packaging. In addition, we intend to focus the use of the packaging/bags on educating consumers about the environmental benefits and the origin of the materials used. For these, strategies are proposed to raise awareness about the product, highlighting the production process and establishing partnerships with related stores. The sales price is established considering the market behavior, for a positive result in sales with financial indicators that support the viability of the project. In short, Bee Pack seeks to position itself as a brand committed to sustainability and to offer an ecological and practical alternative for food preservation in Bogota.
Optimización del sitio Web de la Universidad Santo Tomás Seccional Bucaramanga para potenciar su impacto en los usuarios
(Universidad Santo Tomás, 2023-09-26) Caicedo Caycedo, Paola Andrea; Suarez Suarez, David Andres
This project focuses on optimizing the digital presence of the Bucaramanga Sectional Santo Tomás University, with the aim of improving its visibility and attracting a broader audience. Through an exhaustive analysis, the key elements of its website were evaluated and a comprehensive improvement strategy was designed. It was proposed to update the design, improve navigation and incorporate additional high-quality content to enrich the user experience. In addition, advertising strategies were implemented in digital media such as Google Ads, Facebook and Instagram Ads, and TikTok Ads, taking advantage of the most relevant platforms to reach their target audience. The SEO strategy was also addressed to improve search engine rankings and increase organic traffic. An implementation schedule was contemplated over six months, with specific steps for each stage. Resources were assigned for the improvement of the web page, the execution of advertising campaigns and the investment in necessary tools and software. The main results of this strategy included a significant improvement in website traffic, increased social media engagement, and increased search engine visibility. These achievements helped strengthen the university's online presence and attract a more diverse and engaged audience. In summary, this project provides tangible solutions to increase the digital presence of the website and enhance its impact in the educational field.
Estudio de caso: superreal, empresa de servicios de consultoría y operaciones en el metaverso.
(Universidad Santo Tomás, 2023-08-24) Rueda Romero, Laura Juliana; Sanabria Ospino, Alfredo Enrique
Since the covid-19 pandemic began in 2020, the race against time to adapt business forms to non-physical methods began and allowed the population to explore forms of communication and use them for purposes that were not part of their main goal. This is how digital media raised a new way of seeing business and the way in which companies reach their target audience. The metaverse is a digital world that has arrived to position itself as the new web, with features that go one step further than the current internet with tools such as virtual reality and blockchain that open the way to a new lifestyle. However, with this new digital world comes the challenge of adaptation for companies that want to remain current in the way of contacting their users, which is why consulting companies on how to bring business models to the metaverse take on importance and They become one of the most crucial areas on the way to the success of companies and business method in the new digital world.
Diseño de una propuesta de medios digitales para el mejoramiento de la presencia digital de la empresa AMA empanadas
(Universidad Santo Tomás, 2023-05-04) Acuña Beltrán, Victoria; Suárez Suárez, David Andrés
Ama empanadas is a wholesale food company (empanadas) which has had its wholesale service for 22 years and its main means of dissemination was "voice to voice" before the pandemic; Currently, it began to manage a retail point where not only its star product (Wheat empanadas) is sold, but also drinks and other types of food; The main factory is located in Floridablanca, Santander and the creation of the new premises was created in a place close to the area. The company currently has a page on a social network (Facebook) for its wholesale sales and a personal WhatsApp of the owner for handling orders and deliveries; For the new establishment, a different point of sale name "Merienda AKA" is generated, for which a new page will be managed on the social network, in addition to creating the point on Google Bussines to generate visibility. One of the steps to follow for the company AMA EMPANADAS to be able to take it to the next step of marketing management, will be to create a web page. Currently only two companies that are direct competitors have it, the other three companies that were analyzed are indirect competition.
Consultoría: estrategia para promover los pagos bancarizados a proveedores en la Cooperativa Agroindustrial Rio Grande
(Universidad Santo Tomás, 2023-06-02) Pérez Bello, Sandra Milena; Rondón Márquez, Ingrid Giovanna
The associative processes have become an alternative for generating development, improving the income and quality of life of rural families. These associative figures generate a chain in the value chain, making it possible to repair the social fabric and promote a business culture. However, despite the benefits offered by associative processes, administrative and accounting deficiencies make it difficult for these organizations to be sustainable and profitable, even leading to fines and sanctions by the DIAN. In April 2022, the Rio Grande agro-industrial cooperative was created. This organization is building its administrative and accounting processes to comply with current fiscal and tax legislation in Colombia. In the implementation and standardization of these processes, the importance of initiating actions that lead to the bank payment of cocoa suppliers is identified. This is within the framework of compliance with Law 1430, article 771-5, where an indirect control of the use of cash is established, limiting tax recognition or deduction of these payments from the income statement. With the development of the consultancy, strategies are proposed to start with the banking process focused on three areas: trust generation, optimizing the operational area and familiarizing providers with this type of payment.
Ambiente de negocios para la internacionalización de pequeñas y medianas empresas en el área metropolitana de Bucaramanga
(Universidad Santo Tomás, 2023-05-30) Marin Diaz, Ramon Fabian; Fernandez Gonzalez, Dennys Paola
SMEs have various possibilities to enter international markets. These possibilities include geographical location, the type of product offered, access to ports and airports, international treaties, and especially the laws and regulations that each country has to obtain a license to export. There are also processes of internationalization on the world stage, which involve reviewing the trade agreements that the country has. Colombia has a heterogeneity of SMEs, so when considering the internationalization of their products, it is essential to evaluate labor productivity, which is a determining factor in explaining the export orientation of companies. SMEs, in particular, have the internal conditions necessary to internationalize, but there are also exogenous factors of the cultural type, such as the business environment. The business environment can be defined as external factors or events that occur to an organization, which can be beneficial or harmful. The behavior of Santander's exports between 2020 - 2021 left a positive balance. The department ranked in the top 10 of the regions in terms of internationalization and was positioned second with the highest growth in the country. Compared to the same period of the previous year, the GDP had a growth of 9.4%. Bucaramanga has the potential to export because during 2020, 360 companies were registered, which are the largest in the department. According to data from the Chamber of Commerce of Bucaramanga and its Competitiveness Observatory, 83% of the total number of companies registered in Santander are located in the AMB.
Diseño de una propuesta de medios digitales para el mejoramiento de la presencia digital en la empresa Transcarnes S.A.S
(Universidad Santo Tomás, 2023-05-17) Ariza Hernández, Sebastian; Becerra Silva, Felix Daniel; Rodríguez Medina, Elsy Johana; Suárez Suárez, David Andrés
This study aims to improve the digital presence of Transcarnes S.A.S, a company that provides specialized transportation services for meat products, headquartered in the municipality of Floridablanca in Santander, but provides services nationwide. To achieve this, a proposal has been designed that consists of three phases. In the first phase, the current use of digital tools by the organization was identified and it was determined that although it has an SEO and SEM strategy that has relatively allowed for a good positioning of its website, these are not the best as its competition is superior in these aspects. Similarly, its presence on social media is limited and it does not have search keywords. In the second phase, a competition analysis was conducted, discovering that Transcarnes S.A.S's competitors have a clear competitive advantage because they are more active on social media and have better-focused SEO strategies, not to mention that the company does not have a profile on certain specialized networks such as LinkedIn. Finally, a digital marketing strategy has been formulated that includes an action plan aimed at improving the company's positioning. This plan includes strategies that involve introducing advertising campaigns on platforms such as Facebook, LinkedIn, and Google Ads.

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