Marketing con causa para caso Autogermana S.A.S.

Abstract

Corporate Social Responsibility (CSR) is a set of actions that are emerging from the need to provide preventive and corrective responses to social, economic and environmental changes and problems due to the phenomenon of globalization, creating new business concepts. This has allowed organizations to voluntarily generate commitments with their stakeholders, being a competitive advantage in their guild. This is the source of another branch called Marketing with Cause, a political way of demonstrating to the community its CSR policy. Although social responsibility in companies is currently essential, not many develop it as a marketing strategy with cause since they are not aware of the multiple benefits it brings to the company. Cause marketing is a marketing strategy through which a company collaborates with a social cause in exchange for the consumer buying their products and services. This has been growing gradually over the past few years as its objective is to strengthen the company's position, increasing its sales and generating a positive image towards the consumer. Considering this, the CSR that is currently being handled in Autogermana (luxury car import company) will be studied and confirmed, proposing different options that lead to the development of marketing with cause within it.