Pregrado Administración de Empresas

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

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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.
Influencia de TikTok en los hábitos de consumo de los jóvenes: Actividades para el posicionamiento de marcas emergentes en la gestión empresarial
(Universidad Santo Tomás, 2026-01-15) Orduz Forero, Maria Camila; Dworaczek Conde, Helga Ofelia; Universidad Santo Tomás; https://scholar.google.com/citations?user=zA21gC8AAAAJ&hl=es&oi=ao; https://orcid.org/0000-0003-2094-3252
This study explores how TikTok influences consumption habits, with particular attention to Colombian youth and their relationship with emerging digital brands. A content analysis was conducted to examine the messages circulating on the platform and their connection to digital communication, social interaction, and new marketing strategies centered on consumer behavior. The findings reveal that TikTok exerts a significant influence by encouraging the creation of genuine and emotionally engaging content that strengthens the bond between brands and audiences. Moreover, it was observed that young consumers shape their preferences based on values such as trust in influencers and the pursuit of participatory experiences. Consequently, the study infers that TikTok transforms both communication practices and organizational management models, positioning itself as a space that fosters creativity, innovation, and digital responsibility, while contributing to the sustainable positioning of emerging brands.
Impacto del ausentismo en el cumplimiento de los objetivos estratégicos de la unidad DECO en la empresa Lafayette
(Universidad Santo Tomás, 2025-11) Gutiérrez Castro, Cesar Alexander; Cruz Villarraga , Nelson Humberto; Universidad Santo Tomás; https://scholar.google.com/citations?user=00s99qEAAAAJ&hl=es&oi=ao; https://orcid.org/0000-0002-3296-1741
Employee absenteeism is an organizational problem that significantly impacts the achievement of strategic objectives in contemporary companies. This research analyzes the impact of absenteeism in the DECO unit of Lafayette, identifying its main causes and effects on organizational productivity. A mixed-methods approach of a sequential and explanatory nature was developed, combining quantitative analysis of absenteeism records from January 2024 to September 2025 with qualitative techniques using semi-structured interviews with 28 employees at different hierarchical levels. The results revealed an overall absenteeism rate of 6.8%, exceeding the average of other units by 2.3 percentage points, with annualized costs of $317 million, equivalent to 11.4% of the operating budget. The aim is to establish a significant negative correlation (r = -0.68, p < 0.01) between absenteeism and achievement of operational objectives, demonstrating that each percentage point increase in absences reduces productivity by 2.1%. The identified determining factors include high psychosocial risks, a deteriorated organizational climate, and an effort-reward imbalance. Furthermore, a comprehensive intervention model is proposed that integrates preventive strategies focused on strengthening employee engagement, corrective actions through individualized support protocols, and continuous monitoring systems, projecting a potential reduction in absenteeism of up to 56% and a return on investment of 3.4:1 over three years.
Bee Love, cosmética natural
(Universidad Santo Tomás, 2025-11-28) Henao Hortúa, Maria Isabella; García Pacheco, Nancy Patricia; Universidad Santo Tomás
The increasing consumer awareness about harmful chemicals in conventional cosmetics has created an urgent need to integrate natural cosmetics into daily routines. This business plan addresses the growing demand for safe, effective, and environmentally responsible beauty products. The research focuses on developing a natural cosmetics line that replaces synthetic ingredients with organic alternatives, promoting healthier skin care practices while supporting environmental sustainability. The market analysis reveals a significant shift in consumer preferences toward clean beauty products, driven by concerns about skin sensitivity, environmental impact, and long-term health effects. The implementation strategy emphasizes education about natural ingredients benefits, accessibility through multiple distribution channels, and building consumer trust through transparency in product formulation. This study responds to the critical need for safer cosmetic alternatives in everyday personal care routines, demonstrating how natural cosmetics can effectively meet consumer demands while promoting wellness and environmental consciousness.
Análisis del impacto del marketing digital en la fidelización de los clientes: Estudio de caso de la empresa Ktronix S.A en Tunja, Boyacá
(Universidad Santo Tomás, 0026-01-23) León Ruiz, Diego Andrés; García Pacheco, Nancy Patricia; Universidad Santo Tomás
The objective of this project was to analyze the impact of digital marketing on customer loyalty in the company Ktronix S.A. in Tunja, Boyacá, during the year 2025. The methodology used in the development of the research followed a mixed approach, maintaining a qualitative approach as well as quantitative. The study was developed under a non-experimental descriptive design with a cross-sectional scope. For this occasion, the data collection instrument was applied to the company's customers, in which 87 people from the determined sample participated. The results revealed that the digital marketing strategies implemented by the company had a positive impact on the perception of the customers, where promotional strategies, loyalty plans, and their presence on social networks stand out. Most of the respondents stated that the company's digital presence influenced their purchase decision, increasing the level of trust, relationship and loyalty with the brand. However, certain areas for improvement were also identified, such as the functioning of the website and the mobile application. Establishing better communication in virtual customer service to generate greater trust, low utilization of the loyalty program, more personalized and appropiate promotional content. The relevance of this study lies in providing a vision of the current importance of digital marketing as a crucial factor in customer loyalty.
Plan de negocios para la creación de la comercializadora B2B express
(Universidad Santo Tomás, 2025-06-01) Rojas Montaña, Daniel Leonardo; Universidad Santo Tomás
Our B2B company, EXPRESS, was born as a strategic response to improve the supply chain in the metalworking industry, with a special focus on furniture and business products. This initiative stems from deep market knowledge and extensive experience in the sector, which has allowed us to identify various opportunities and challenges that support the creation of this company. Our goal is to comprehensively meet the needs of operational, functional, public, and industrial companies.

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