Pregrado Administración de Empresas

URI permanente para esta colecciónhttp://hdl.handle.net/11634/105

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Oportunidades de Aplicación de la Inteligencia Artificial para la Optimización de los Procesos de Alimentación y Crecimiento de los Peces en las Unidades Piscícolas del Departamento de Casanare
(Universidad Santo Tomás, 2026-07-17) Alfonso Arias, John Alejandro; Suarez Pineda, Luri; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001492323; https://scholar.google.com/citations?user=KDYpbjoAAAAJ&hl=es; https://orcid.org/0000-0002-9770-4965
Fish farming in the department of Casanare represents a productive activity with high economic and social potential; however, it faces technical limitations that affect the efficiency of fish feeding and growth processes. This research aimed to identify opportunities for the application of artificial intelligence (AI) to optimize these processes in fish farming units in the region. Methodologically, a mixed, descriptive, and propositional approach was developed through the application of surveys to producers and semi-structured interviews with technicians and sector experts. The results showed that most producers rely on empirical experience for feeding management and keep production records manually, which limits data-based decisionmaking. Recurrent problems were identified related to water quality, feed waste, high input costs, and lack of precision in growth control. Although knowledge about AI is still incipient, fish farmers expressed a positive perception of its potential to improve profitability, reduce losses, and optimize feed conversion. The study concludes that AI can become a strategic tool for strengthening fish farming in Casanare, provided its implementation is accompanied by training processes, technical assistance, and institutional coordination. The proposed strategies focus on the use of intelligent sensors, automated feeding systems, and predictive models based on production data, promoting a transition to fish farming with AI integration.
Plan de negocios digital para la comercialización de moda juvenil: caso OUR FASHION
(Universidad Santo Tomás, 2026-06-26) Prada Ariza, Ana María; Rincón Barbosa, Laura Marcela; Méndez Beltrán, Jairo Andrés; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001324055; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000029329; https://scholar.google.com/citations?user=f0pa5L4AAAAJ&hl=es&oi=ao; https://orcid.org/0000-0002-3367-7742
This project will be carried out at OUR FASHION, a well-established clothing brand that operates successfully from a brick-and-mortar location in Bogotá, with the goal of offering high-quality garments at affordable prices to the public. This project proposes a strategic expansion of an existing business by evaluating and defining its omnichannel model and the administrative roadmap for successful growth. Using this information, a business plan will be developed to drive growth, promote the brand, and add value to OUR FASHION. This project has been developed over several months in response to an issue identified regarding the business’s reliance on its physical store, as 100% of its sales occur at this location, overlooking the impact that online sales currently have. The impact of this proposal could result in a significant increase in sales, as according to figures from (Fenalco, 2025), urban fashion grew by 34% in Colombia in 2025, with Bogotá accounting for 31.8% of national consumption, thus representing a strategic opportunity for this sector. This business plan details a comprehensive analysis that includes a market study, an analysis of the organizational structure, and financial projections, among other analyses, to demonstrate the viability of the brand’s potential growth. Key findings of the market analysis, according to the Inexmoda Observatory (2025) 72% of consumers prefer a hybrid approach when making a purchase; this means they like to visit physical stores to try on and inspect clothing, even if the final purchase is made online—or vice versa. E-commerce accounts for 28% of total sales in the fashion sector, and in Colombia, 36% of online clothing purchases are made by women every two months. December accounts for 11.2% of annual fashion-related sales, driven by heavy foot traffic at physical locations—primarily in shopping malls—and simultaneous digital promotions. This plan aims to position OUR FASHION as a scalable omnichannel brand, transforming a physical store into a local benchmark for urban fashion in Bogotá.
Impacto académico y social de graduados en Innovación y Marketing y Gobierno y Gestión Territorial – USTA Tunja
(Universidad Santo Tomás, 2026-07-08) Fuentes Lopez, Oscar Ivan; Aponte Gil, Juan Esteban; Monrroy Becerra, Ruben Dario; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000134009; https://scholar.google.es/citations?view_op=list_works&hl=es&user=wGSBllcAAAAJ
This research analyzes the academic, professional, and social impact of graduates from the specializations in Innovation and Marketing and Territorial Management at the Santo Tomás University, Tunja campus. To this end, information was collected from graduates of each specialization to identify situations related to job placement, leadership positions, the application of skills acquired during their training, and their participation in significant social experiences. Based on this data collection, trends were established regarding employability, professional development, and the perception of contributions with social impact. The results indicate that a considerable proportion of graduates are employed. Furthermore, it is recognized that the training has enhanced their development of skills useful for their professional performance, particularly in areas such as strategic management, decision-making, innovation, and marketing, among others. On the other hand, it is also evident that graduates believe the training they received increased their sense of social and professional responsibility, generating a positive social impact in the region.
La movilidad funcional como práctica administrativa: implicaciones estructurales y efectos sobre el vínculo organizacional. un estudio de caso en Carvajal soluciones de comunicación.
(Universidad Santo Tomás, 2026-07-09) Navas Daza , Andres Santiago; Cruz Villarraga, Nelson Humberto; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000116699; https://scholar.google.com/citations?user=00s99qEAAAAJ&hl=es&oi=ao; https://orcid.org/0000-0002-3296-1741
Informal functional mobility is understood as an increasingly common administrative practice in organizations subject to demands for structural flexibility, and whose organizational dimension receives very little analytical attention beyond labor legal frameworks. This research analyzes informal functional mobility as a situated administrative phenomenon, based on the structural effects and their effects on the retention of human talent in Carvajal Soluciones de Comunicación, a company in the graphics and communications sector in Colombia. The study adopts a qualitative approach, supported by constructivist grounded theory, with a multiple case study design and the collection of information through semi-structured interviews with three workers with documented experience in informal functional mobility. The analysis was developed through open, axial, and selective coding using the QualCoder system. The findings show that informal functional mobility operates as a reactive work redistribution mechanism that progressively widens the gap between the formal structure and the real functioning of the organization. The central category identified is the reciprocal naturalization of informality as a logic of the system of transfer of organizational costs to the worker, with cumulative effects on role clarity, perception of organizational justice, the psychological contract, and the employment bond, which progressively displaces job permanence, more sustained in economic risk than in institutional identification. The research presents an organizational conception of informal functional mobility that goes beyond the legal labor dimension, proposing it as a structural logic of informal reorganization capable of sustaining operational flexibility with the system transfer of cost to workers.
Modelo de Plan de Negocio para la Creación de una Cocina Oculta "Nearfood" de Comida Orgánica Empacada al Vacío Dirigida a Consumidores con Estilo de Vida Acelerado en la Ciudad de Tunja - Boyacá
(Universidad Santo Tomás, 2026-06-26) Parra Caro, Kevin Sebastián; Rojas Yemayuza, Héctor Gilberto; Igua Pulido, Yulieth Rocío; Universidad Santo Tomás
This business plan analyzes the feasibility of NEARFOOD, an emerging company focused on the production and commercialization of healthy and balanced meals through a home delivery service in Tunja, Boyacá. The project arises from the growing demand for nutritious food options, as a significant portion of the population values healthy eating but does not regularly consume it due to barriers such as high perceived prices, lack of time, and limited awareness of available options. The market research, based on surveys, identified a potential market of nearly 6,000 customers and limited direct competition in the city. NEARFOOD’s value proposition is based on professionally prepared meals with full nutritional labeling, competitive pricing, vacuum-sealed packaging to ensure freshness, and a multichannel distribution model through delivery platforms and direct orders. Financial projections demonstrate strong viability over a five-year period, with high profitability and an initial investment of approximately COP 156 million, mainly funded by two partners. Additionally, NEARFOOD aims to generate social and environmental impact by creating jobs, supporting local suppliers, donating meals to vulnerable populations, and using eco-friendly packaging.
ClickNews SAS.
(Universidad Santo Tomás, 2026-05-27) Ferro Vargas, Richard Alejandro; Peñarete Laguna, Cesar Vicente; Universidad Santo Tomás
ClickNews is an innovative digital platform designed to combat the spread of fake news and misinformation through a hybrid approach that integrates artificial intelligence, expert review, and community participation. Its main objective is to provide users with real-time assessments of the accuracy of news through an intuitive and accessible interface, available in both web and mobile versions. This project is justified by the growing negative influence of misinformation on public opinion, social polarization, and individual and collective decision-making, a problem that has been exacerbated by the lack of control on digital platforms and social media. The business plan is based on a mixed-method research methodology that combines qualitative and quantitative methods to comprehensively address the specific objectives. These include market research to validate demand and analyze competition; evaluation of technical operations and prototype development; projection of financial feasibility through a simulation model with cost, revenue, and profitability analyses; definition of the human talent structure; and assessment of compliance with the applicable legal framework, with special attention to the protection of personal data. The potential market in Colombia is significant, with a base of 36 million internet users. An opportunity has been identified to initially attract 10,000 users, with growth potential reaching 280,000 users, representing 1% of the untapped market. The proposed business model is diversified, with revenue streams derived from premium subscriptions, advertising, and strategic partnerships with media organizations. In conclusion, the feasibility analysis indicates that ClickNews S.A.S. has the foundations to position itself as a differentiated and sustainable solution within the information ecosystem. The combination of its technological value proposition, diversified financial model, and potential positive social impact makes it a project with a high probability of success, provided that it is executed according to the phases and strategies outlined herein.
Diseño de un plan de comercialización para mejorar la distribución de bolsas de empaque al vacío en la empresa Emballer, Bucaramanga
(Universidad Santo Tomás, 2026-05-14) Buitrago Velasquez, Maria Alejandra; Reyes Hernandez, Santiago; Arrieta Arrieta, Carolina Andrea; Universidad Santo Tomás
This research proposal aims to design a commercialization plan focused on strengthening the distribution process of vacuum packaging bags of the company Emballer S.A.S., located in the metropolitan area of Bucaramanga. The study will be developed under a quantitative descriptive approach, with qualitative support for the internal diagnosis of the organization. The study population will consist of current and potential customers from the food, industrial, and commercial sectors. For current customers, a census will be conducted due to the reduced size of the population, while for potential customers a sample will be defined based on statistical criteria. Data collection will be carried out through semi-structured interviews and structured surveys, which will be analyzed using descriptive statistics and strategic analysis tools. As an expected outcome, this proposal seeks to formulate digital marketing and distribution strategies aimed at improving the efficiency of the commercialization process, the company’s market positioning, and its competitiveness within the packaging sector
Impacto de la cultura organizacional en la productividad de las pequeñas empresas en el sector Bogotá
(Universidad Santo Tomás, 2026-05-12) Velasquez Hernández, Kevin Mateo; Echavarria Salamanca, Oscar Oswaldo; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001561468; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0002130852; https://scholar.google.com/citations?user=qurJXTQAAAAJ&hl=es&oi=ao; https://orcid.org/0000-0002-1547-0166; https://orcid.org/0009-0001-4186-1371
The present monograph, titled “Impact of Organizational Culture on the Productivity of Small Businesses: A Case Study in Bogotá’s Commercial Sector”, aims to analyze the relationship between the values, practices, and behaviors that shape organizational culture and the productivity levels achieved by companies in the sector. The research arises from the need to understand how cultural aspects influence business performance, especially in small organizations where labor relations and managerial practices play a decisive role in outcomes. Methodologically, the study adopts a mixed approach with a non-experimental, cross sectional design, combining qualitative techniques (interviews and content analysis) and quantitative techniques (surveys and review of productivity indicators). The population consists of small businesses in Bogotá’s commercial sector, and the sample was selected based on convenience criteria. The expected results seek to demonstrate that a strong organizational culture characterized by effective communication, motivation, teamwork, and clarity in institutional values significantly contributes to increased productivity. Finally, the study proposes strategies to strengthen organizational culture as a tool for improving performance and business sustainability.
Formulación de un plan de fortalecimiento de las habilidades blandas de los estudiantes del programa de optometría de la universidad Santo Tomás – sede Bucaramanga.
(Universidad Santo Tomás, 2026-05-08) Mendoza Diaz, Angelica; Rodriguez Zapata, Stefannia; García Mendez, Sebastián; Universidad Santo Tomás
Problem Strengthening soft skills in higher education represents a significant challenge in health related programs, where human interaction is essential for professional practice, highlighting within the Optometry program the need to recognize the level of development of these competencies based on students’ self-perception. Objective To formulate a soft skills strengthening plan aimed at students of the Optometry program at Universidad Santo Tomás – Bucaramanga campus, based on a quantitative diagnosis. Method A quantitative, descriptive, cross-sectional, and non-experimental approach was adopted through the application of a structured instrument that allowed the identification of the level of development of socio-emotional skills and students’ perception of their importance in academic and professional contexts; data were analyzed using descriptive statistics. Results Strengths were identified in skills such as teamwork, as well as areas for improvement in assertive communication and leadership, which enabled the design of a plan integrating objectives, strategic actions, pedagogical resources, and monitoring indicators. Discussion The findings highlight the need to intentionally incorporate soft skills development into the educational process, proposing a structured strategy as a supportive tool for future academic implementation
Estrategias de marketing para fortalecer la marca y fidelizar clientes en Zafiro Joyería y Bisutería
(Universidad Santo Tomás, 2026-05-08) Gil Garcia, Yulieht; Buitrago Serrano, Daniela; Arenas Valdivieso, Diego; Universidad Santo Tomás
This thesis project aims to implement personalized marketing strategies to strengthen brand identity and increase customer loyalty at Zafiro Joyería y Bisutería. Customer purchases will be tracked to create more effective campaigns tailored to their preferences. Through a consistent strategy across all communication channels, the company aims to improve brand visibility and offer a unified experience in both the physical and digital stores. In addition, ongoing loyalty campaigns will be implemented to increase repeat sales and customer loyalty. Expected results include increased customer retention, greater brand presence in the market, and improved business profitability within six months. This study will provide Zafiro with an effective and adaptable marketing model for sustainable growth.
Ruta estratégica para el análisis de la competitividad y la sofisticación del aparato productivo nacional en el marco del TLC con Estados Unidos (2012–2025)
(Universidad Santo Tomás, 2026-04-08) Cely Cuéllar , Nelson Enrique; Olaya Molano, Juan Carlos; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001456339; https://scholar.google.com/citations?user=a9pZi8EAAAAJ&hl=es&oi=ao; https://orcid.org/0000-0002-7206-2687
This monography analyzes the impact of the Free Trade Agreement (FTA) between Colombia and the United States on the trade balance and the strategic challenges of the Colombian business sector from 2006 to 2025. From a Business Administration perspective, the study evaluates if the agreement has helped to improve competitiveness and export diversification or if it has increased structural dependence on primary goods. The central question focuses on how the agreement influenced the concentration of raw materials and what management tools are necessary to strengthen the national industry. The research uses a mixed methodology with a descriptive and analytical approach. Administrative diagnostic tools, such as the PESTEL matrix and Porter's Five Forces, are applied to examine the macroeconomic environment and the competitive position of Colombian companies. The study makes a special emphasis on the structural vulnerabilities of small and medium-sized enterprises (SMEs), analysing the barriers that limit their transition toward products with higher value-added and technological content. The diagnosis shows that the FTA has produced asymmetric results. While certain sectors like flowers and coffee have succeeded, the overall export basket remains highly concentrated in primary goods. This situation makes the economy vulnerable to the volatility of international prices. Technical indicators, such as the negative growth of Total Factor Productivity (PTF) at -1.56% in 2024 and the low business survival rates of individuals (30%) compared to corporations (44%), highlight the need for a productive transformation. Furthermore, the end of the protection periods for sensitive products in 2026 creates an urgent challenge for operational stability. The strategic proposal suggests a "dual-board" policy. The first board focuses on deepening the relationship with the United States through nearshoring and friendshoring, integrating SMEs into regional supply chains that demand high quality and ESG standards. The second board proposes a planned diversification toward emerging markets, especially in Asia. This expansion must avoid the "coal trap" and focus on sophisticated goods like specialized services and biotechnology Historia de la conversation]. Finally, these guidelines aim to reduce operational risks and ensure the long-term sustainability of the Colombian business fabric.
Rios de regalos: Plan de negocios para un emprendimiento de detalles premium en Bogotá
(Universidad Santo Tomás, 2026-04-07) Ríos Hernández, Paula Vanessa; Echavarría Salamanca , Oscar Oswaldo; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001561468; https://scholar.google.com/citations?user=qurJXTQAAAAJ&hl=es&oi=ao; https://orcid.org/0000-0002-1547-0166
This undergraduate thesis develops the proposal for the creation of Rios de Regalos, a business dedicated to the creation and sale of personalized gifts with an artisanal approach and a digital presence in the city of Bogotá. This work demonstrates the technical, administrative, organizational, and financial viability of the business, highlighting its ability to adapt to current market trends and its growth potential. The project stems from the identification of an opportunity in the personalized gifts market, driven by the growing demand for products with emotional value, exclusive designs, and digital purchasing processes. The business responds to this need with a differentiated offering based on personalization, aesthetic design, and customer experience, managing its sales primarily through social media and digital platforms. From an operational and organizational standpoint, the business adopts a lean and flexible structure, initially led by the founder, which allows for resource optimization and control over each stage of the production process. Market research confirmed a positive reception of personalized products, especially among young adults who value exclusivity and attention to detail in their gifts. In financial terms, the projected results demonstrate a profitable venture, with a high return on investment, solid liquidity, and a low level of debt. These indicators show that it is an economically sustainable project.
De la bodega al cliente: Plan de negocios en proveeduría ecomerce
(Universidad Santo Tomás, 2025) Caceres Calero, Daniel; Osorio Pulido, Camilo Andrés; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0002085160; https://orcid.org/0009-0002-7002-3470
This proposal is justified, first and foremost, by its capacity to democratize entrepreneurship in e-commerce. The traditional retail model requires high investment in inventory, warehousing, and logistics, which represents an insurmountable barrier for many entrepreneurs (Holguín, 2021). In contrast, the adoption of dropshipping removes these barriers by transferring inventory management and logistics to the supplier. By minimizing financial and operational risk, this model becomes a viable and powerful alternative to promote entrepreneurship, foster commercial innovation, and accelerate the local digital economy. Second, the proposal responds to the need to meet the demands of a modern, globalized, and well-informed consumer. Recent studies show that today’s buyers seek access to innovative products aligned with international trends, which they often cannot find in the local market at competitive prices (Soto, 2021). This business establishes a direct channel between global manufacturing—specifically the Chinese market, characterized by its diversity and competitiveness—and the final customer, thereby overcoming the limited and poorly diversified supply of conventional commerce. Finally, the project is grounded in its focus on efficiency and customer experience. By centralizing operational management within an agile supply chain and providing proactive after-sales service through direct channels such as WhatsApp, critical issues such as lack of information on order status and incident handling are addressed. It is not merely about selling products, but about building trust in an e-commerce model that is often perceived as impersonal and insecure. In this way, the project contributes to the formalization and professionalization of the sector in the region.
Plan de empresa Ikigai producción y comercialización de mochis en Bogotá.
(Universidad Santo Tomás, 2026-01-14) Parra Calderon, Katherine; Vanegas Varga, Johan Sebastian; Manrique Martinez, Jonathan Steven; Cruz Villarraga, Nelson Humberto; Echavarria Salamanca, Oscar Oswaldo; Universidad Santo Tomás
This project establishes the foundation for developing a business plan focused on mochi production in Bogotá, with a marketing strategy targeting the food service sector, particularly restaurants and cafes. This plan arises in response to the growing demand for innovative products in the Colombian market, where consumers are increasingly seeking differentiated gastronomic experiences, influenced by global trends and more conscious preferences. Mochi, a traditional Japanese dessert, has begun to position itself as an attractive alternative due to its texture, versatility, and eye-catching presentation. Its strategic introduction to the local market represents an opportunity not only from a commercial perspective but also from a cultural and experiential one, capable of connecting with niche consumers who are young and open to new culinary sensations. Therefore, it is necessary to consider the design of comprehensive strategies that allow for a well-considered approach to the production, marketing, distribution, and sales of the product, as well as the construction of an efficient organizational structure adaptable to the challenges of entrepreneurship. Finally, the project stems from the desire to capitalize on a business idea that also contributes value to society, through a proposal based on artisanal products, made with natural ingredients and under a philosophy of responsible consumption. This vision aligns with a global trend toward conscious eating, sustainability, and well-being.
Percepción del valor de marca y comportamiento del consumidor en el sector retail colombiano: Un análisis sistemático
(Universidad Santo Tomás, 2026-01-22) Silva Callejas, Daniel Fernando; Moreno, Luis Fernanado; Rangel Jimenez, Sander Alberto; Universidad Santo Tomas; https://orcid.org/0000-0001-8010-5643
This research aims to analyze the relationship between brand value perception and consumer behavior within the Colombian retail sector, based on a systematic review of scientific literature. The study stems from a real concern: many retail companies invest significant resources in branding strategies without fully understanding how consumers perceive brand value or how this perception influences their purchasing decisions. From the field of Business Administration, understanding this connection is essential for designing more effective and sustainable value propositions. To this end, a documentary analysis with a systematic approach was applied, reviewing 25 research articles published in recent years, both in national and international contexts, with emphasis on studies related to perceived value, customer loyalty, sustainable marketing, and brand management. The findings revealed recurring patterns among variables such as perceived quality, fair pricing, emotional commitment, and corporate reputation all of which are strongly linked to consumer behavior. The analysis allowed for a comparison of theories and perspectives across various disciplines, while also contributing a comprehensive viewpoint grounded in strategic brand management. It is concluded that, in the Colombian context, perceived brand value plays a decisive role in customer loyalty, particularly in proximity retail. This study provides relevant insights for managers, marketers, and entrepreneurs seeking to strengthen their brand positioning through a deeper understanding of the consumer.
Inteligencia emocional y liderazgo transformacional: claves para la innovación en la gestión gerencial del siglo XXI aplicado a e-commerce.
(Universidad Santo Tomás, 2026-01-19) Zapata Jaramillo, Santiago; Zamora Botia, Ricardo José; López Diaz, Laura Daniela; Lizarazo Hernadez, Sonia Patricia; Universidad Santo Tomás
This work explores how emotional intelligence, together with transformational leadership, supports innovative practices within managerial roles in e-commerce organizations. Through a qualitative review of secondary sources and a comparative look at two cases—Mercado Libre and Falabella—it becomes clear that when emotional competencies are combined with transformational approaches, they reinforce creativity, adaptability, and overall organizational performance. Based on these findings, a set of recommendations is outlined to strengthen managerial soft skills and policies related to employee well-being and sustainability. The analysis indicates that emotional intelligence—understood as the ability to identify, interpret, and manage one’s emotions as well as those of others—functions as a key element of transformational leadership. It encourages empathy, self-regulation, effective communication, and cohesive teamwork. This leadership style drives organizational innovation through inspirational motivation, intellectual stimulation, and personalized support for employees, factors that are particularly relevant in digital environments marked by uncertainty, virtual interactions, and strong competition. In addition, the combination of emotional competence and transformational leadership contributes to more resilient, people-centered, and innovative organizational cultures, capable of balancing technological progress with social and environmental awareness. From the overall review, strategic guidelines are suggested for reinforcing socio-emotional managerial skills, fostering a digital version of transformational leadership, and promoting well-being and sustainability policies across companies in the e-commerce sector.
MODELO DE PLAN DE NEGOCIO PARA LA CREACION DE UNA EMPRESA DE PRESTACION DE SERVICIOS DEPORTIVOS LLAMADA “CANCHAS SINTETICAS ECO-SPORT” AUTOSUFICIENTES PARA EL FOMENTO DEL DEPORTE BOYACENSE
(Universidad Santo Tomás, 2026-02-01) Mariño Guevara, Julian Vicente; Jarro Sisa, Mauricio Alejandro; Luri, Suárez Pineda; Universidad Santo Tomas
This business plan is presented as a proposal for obtaining a degree in Business Administration. Its main objective is to develop a business idea that is innovative, viable, and sustainable. The "Eco-Sport Synthetic Courts" business plan project aims to install synthetic courts equipped with solar panels in Tunja, Boyacá. This initiative seeks to address the need for sustainable sports facilities and encourage community physical activity. By integrating solar panels, a reduction in the carbon footprint and savings in long term energy costs will be achieved, positioning Tunja as a model for sustainable development. The plan includes various strategies to attract and retain qualified personnel, improve profitability through efficient management, and encourage community participation through programs and events. A customer relationship management (CRM) system will be implemented, and various communication channels will be used to offer a superior customer experience. It is anticipated that this initiative will not only improve the quality of life for Tunja's residents but will also benefit the local economy and promote sustainable practices.
Atención al detalle y fidelización: La experiencia del cliente como motor de la gestión comercial en los restaurantes de la zona G de Chapinero, Bogotá.
(Universidad Santo Tomás, 2026-01-20) Soto Romero, Angie Paola; Cruz Villarraga, Nelson Humberto; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000116699; https://scholar.google.com/citations?user=00s99qEAAAAJ&hl=es&oi=ao; https://orcid.org/0000-0002-3296-1741
This research project, “Attention to Detail and Customer Loyalty: The Customer Experience as a Driver of Commercial Management in the G Zone of Chapinero, Bogotá,” demonstrates that the competitiveness of restaurants is not determined solely by culinary quality but by their ability to deliver integrated, consistent, and memorable customer experiences. The analysis of digital reviews revealed five critical elements influencing customer loyalty and repeat visits: service quality, staff attitude and presentation, coherence between the commercial promise and the actual service delivered, ambiance, and timely management of complaints. Findings show that restaurants that strengthen internal customer management—through training, leadership, and attention to detail—achieve higher levels of recommendation and more stable customer relationships. Conversely, inconsistencies in service and lack of standardized attention negatively affect customer perception, reducing loyalty and impacting digital reputation. The study follows a qualitative-descriptive approach supported by content analysis of reviews from platforms such as TripAdvisor and Google Reviews, complemented by exploratory interviews with restaurant employees. Based on these findings, an integrated management model is proposed, positioning customer experience as a strategic lever for differentiation and long-term competitiveness in the G Zone.
Visibilidad y competitividad: Estrategias de marketing digital para mipymes del sector de la construcción en Bogotá D.C.
(Universidad Santo Tomás, 2025-01-19) Mora Gómez, Juan David; Gutiérrez Ortiz, Sergio Alejandro; Osorio Pulido, Camilo Andrés; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0002085160; https://orcid.org/0009-0002-7002-3470
This research is justified by the urgent need to strengthen the visibility and competitiveness of micro, small, and medium-sized enterprises (MiPymes) in Bogota´s construction sector. Despite their significant contribution to the national economy, these companies face serious limitations in market positioning due to the lack of structured digital marketing strategies. The study aims to provide practical and contextualized solutions that align with the capacities of these organizations, contributing to a more equitable and dynamic business ecosystem. The problem development was done trough a mixed-method approach, surveys were conducted with employees and interviews with managers from four MiPymes in Bogotá D.C., allowing for a comprehensive diagnosis of their current situation. The findings reveal a low level of digital presence and a strong reliance on word-of-mouth promotion. While there is a generally positive perception of digital marketing, its implementation remains limited and unstructured. Internal barriers such as lack of technical knowledge, limited financial resources, and minimal institutional support were identified, along with external challenges related to niche markets and misconceptions about marketing as a non-essential expense. Nevertheless, both employees and managers expressed a willingness to adopt digital strategies. In response to these challenges, the study proposes accessible and scalable digital marketing strategies tailored to the Colombian context. These include the development of websites, strategic use of social media, internal training, and partnerships with educational institutions or freelance professionals. These proposals aim to enhance the visibility and competitiveness of MiPymes in the construction sector and serve as a practical framework for other companies facing similar conditions
Plan de negocio Decorplants
(Universidad Santo Tomás, 2025-11-28) Rincon Acevedo, Karol Sofía; Gallo Álvarez, Hernán Danilo; Suárez Pineda, Luri; Universidad Santo Tomás
This business plan proposes the creation of a distributor of products made with succulents and cacti, which aim to bring nature to the homes of people in the city of Sogamoso. With this, two added values are proposed; the total personalization of the product, where the customer is part of the entire process of creating their product and making care cards that allow consumers to get a guide to care for maintaining their plants for long periods of time. This business has proven to provide sufficient returns to promote employment in the city, supported by current trends of consumption of natural products, related to the large number of benefits that these have been shown to have in people’s lives.

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