Consultoría en desarrollo de estrategia de marketing innovador para la visibilidad online de la empresa Sueños, Moda & Estilo SAS

Abstract

This consulting report is the result of a study conducted on the children's footwear company Sueños, Moda & Estilo S.A.S., an organization classified as a small business within the manufacturing sector in Bucaramanga, its objective is to develop a digital marketing strategy featuring innovative components that reshape commercial relationships, brand positioning, and the reorientation of its business model within the colombian market. The need to devise a reorientation strategy arose from the organization's financial and commercial situation driven by external socioeconomic factors and market variables which compelled the company to restructure its business model in response to declining sales volumes, thereby threatening its very survival. To identify solutions to this issue, a business assessment was conducted using a classic methodology endorsed by the International Labour Organization. This involved applying internal and external analysis matrices, complemented by information gathered through direct observation of the company's processes regarding commercial relationships and product sales. As a result, strategic actions were formulated for implementation in the short, medium, and long term, featuring specific objectives, market entry scenarios, and verification mechanisms aligned with the company's operational and financial capacity. Their implementation will strengthen participation in the production and marketing of girls' footwear under a contract manufacturing model, while also creating opportunities to enter the direct to consumer sales channel.