Informe de práctica empresarial realizado en la empresa TranscoInter S.A.S

Abstract

This report presents the professional experience acquired in TranscoInter S.A.S., focused on the area of international marketing. Problem Fundamental challenges were recognized linked to the lack of automation in prospect management and insufficient use of CRM, limitations in the depth of market research, possibilities for development in the diversification and personalization of loyalty strategies and improving the performance of advertising campaigns. Objective The main purpose was to bring value to the company through the management of actions that would contribute to the company's business objectives. Method A diagnostic-solution approach was used, involving the study of current processes, the creation and implementation of automated processes, the proposal of market research methods, the development of customer loyalty initiatives, and the improvement of segmentation and monitoring of advertising campaigns, incorporating theoretical references to support the strategies. Results Increased operational productivity through automation, improved decision making based on more robust market analysis, strengthened relationships with key customers, and increased effectiveness of advertising campaigns through the creation of a system of indicators for their evaluation were anticipated. Main discussions the report highlights the importance of marketing automation, market intelligence, loyalty personalization and improved advertising spend as key elements for development and competitiveness in the area of global trade.