Diseño de una estrategia de marketing para el fortalecimiento comercial de SAVIKAS Seguridad Ltda. ubicada en Bucaramanga, Santander durante el año 2026

Abstract

This consulting report documents the design of a marketing strategy to strengthen the commercial performance of SAVIKAS Seguridad Ltda., a private security company located in Bucaramanga, Santander, Colombia, with an 18-month implementation horizon during 2026. The consultancy began with an external strategic diagnosis (PESTEL analysis, Porter's five forces, and competitive benchmarking) and an internal diagnosis (strategic profile, VRIO matrix, value chain, and cross SWOT matrix), built from semi-structured interviews, documentary review, and traceability of quantitative data. Cross-referencing these six instruments made it possible to identify eight critical gaps and, through the qualitative five-whys technique, to establish a common root cause: the absence of sales systems, data, and digital visibility following fifteen years of growth sustained mainly by the owner's personal relationships. Based on this diagnosis, four strategic initiatives were formulated and prioritized by impact and effort, organized into a short-, medium-, and long-term roadmap and translated into a strategic objective (OKR) with three measurable key results. The report closes with the methodological limitations of the exercise and with recommendations aimed at transitioning SAVIKAS toward data-driven commercial management, documented processes, and formally assigned roles.