Plan de mejoramiento para la Empresa Agroservicios V&R

Abstract

This undergraduate thesis aims to analyze, identify, and propose an improvement plan for Agroservicios V&R, a company located in Puerto López, Meta, which primarily specializes in selling spare parts for agricultural machinery, particularly for the rice sector, and has recently added crop fumigation services using drones. Based on the experience I gained during this business internship, I determined that the company lacked any type of marketing department or plan to help with business expansion and visibility. This limitation reduces their competitiveness in the sector and diminishes their commercial potential. The development of the plan first includes a diagnosis, then the design of all strategies to be used, focusing on digital tools like social media, process automation, and customer loyalty programs. These strategies ensure that existing customers see an improved experience and choose to remain with the company, along with a progressive expansion plan that the company can begin implementing to see sales improvements. The plan utilized tools such as the SWOT (DOFA) matrix and case study methodologies. The work will present important conclusions that reflect the impact of marketing on small rural businesses and will also provide recommendations for future implementation.