Plan de marketing para la microempresa Bocadeño en el municipio de Tausa - Cundinamarca

Abstract

The objective of this work was the creation of a marketing plan for the microcompany BOCADEÑO located in the municipality of Tausa Cundinamarca. For the development of the work, the concepts and tools of the marketing mix were taken into account, which served as the basis for the development of the proposal that presents actions and strategies aimed at a significant improvement in the level of their products in the market. BOCADEÑO is a new company of food products based on tree tomato and its main product is the snack, its market is not very wide, which is why initially a diagnosis of the company was made to know its strengths and weaknesses internally through the SWOT matrix, then an external analysis was conducted to identify the behavior and key factors of the market through the application of PESTEL analysis and the 5 forces of PORTER. To know the opinion of consumers and potential customers regarding the products, a market study was conducted through a survey of 171 people virtually and a focus group of 6 people in person at the company's facilities, although it was limited by the pandemic caused by COVID-19, its development could be carried out, and left important elements that provided a new vision on market needs; it highlights the desire to consume snacks of other flavors different from the traditional one. Finally, the necessary strategies and the actions corresponding to each one of them were drawn, to achieve a better positioning of the company's products and at the same time its expansion in the market, in this process tools such as the Ansoff matrix and the BCG Matrix were applied, which helped to select the appropriate strategies, which allowed to have a structure of action with its respective budget to apply to the company BOCADEÑO.