Propuesta de plan estrategico de marketing para SENALTUR S.A.

Abstract

The purpose of this study is to develop a proposal for integrating a digital marketing strategic plan into the processes of SENALTUR S.A., a company dedicated to providing special transportation services in Colombia. A situational analysis was conducted, which included an evaluation of the internal and external environment using tools such as PESTEL, Porter’s Five Forces, internal environment analysis, and a SWOT assessment. The results revealed strengths that are not being fully leveraged and key improvement opportunities that could enhance the company’s positioning, contributing to its value proposition focused on punctuality, safety, and customer experience. However, significant weaknesses and threats were also identified, which limit the company’s ability to strengthen its market position. Based on the findings of this diagnostic assessment, a series of strategies aligned with the marketing mix were designed to transform the identified threats and weaknesses into strengths and opportunities for the company. These strategies aim to enhance customer experience, increase loyalty, and strengthen SENALTUR S.A.’s positioning in the special transportation market. This study proposes that the integration of these strategies, combined with effective internal optimization, is essential for the company’s sustainability and long-term growth.