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Maestría en Mercadeo

URI permanente para esta colecciónhttps://hdl.handle.net/10906/130427

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Examinando Maestría en Mercadeo por Materia "Construcción"

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    Plan de mercadeo Arqustik
    (Universidad Icesi, 2024-06-06) Sepúlveda Berrio, Nicole; Carrillo, Alvaro J.; Barbato, Doménico; Gallego, Emily
    This thesis aims to develop a marketing plan for the Arqustik brand, specializing in thermos-acoustic PVC doors and windows. The plan is designed to increase sales in the business line targeted at the end consumer. Throughout the project's development, it was identified that the brand operates in a less explored and competitive sector, providing a significant competitive advantage to stand out from the competition. The value proposition has been defined, the market segment clearly delineated, and the necessary strategies identified, along with the creation of a communication concept that allows differentiation within the category. The final result includes clear strategies and tactics that contribute to achieving the strategic objectives.