%0 Journal Article %T Aplicación de una metodología en el diseño de un plan de mercadeo para el relanzamiento de una camioneta de gama alta en el mercado colombiano %D 2013 %U http://hdl.handle.net/10906/76059 %X This document contains the design of a marketing plan for the re-launching of a Sport Utility Vehicle in the Colombian market. This Sport Utility Vehicle, in the last years has shown a loss of competitiveness in the market segment where they compete which necessitates the reformulation of marketing segmentation, target and positioning strategy. Through the analysis carried out under the methodology of the 5 c's of marketing it is concluded the need to reposition the Sport Utility Vehicle in the Colombian market by redesigning the Marketing Mix to obtain a greater volume of sales and profitability. %K FACULTAD DE CIENCIAS ADMINISTRATIVAS Y ECONÓMICAS %K PRODUCCIÓN INTELECTUAL REGISTRADA - UNIVERSIDAD ICESI %K MAESTRÍA EN ADMINISTRACIÓN %K PLAN DE MERCADEO %K ESTRATEGIAS DE MERCADEO %K POSICIONAMIENTO DE MARCA %K MERCADO AUTOMOTRIZ %K MARKETING PLAN %K AUTOMOTIVE MARKET %K REPOSITIONING %~ GOEDOC, SUB GOETTINGEN