Especialización en Ventas
URI permanente para esta colecciónhttps://hdl.handle.net/10906/130312
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Ítem Estrategia de potencialización de agencias intermediarias para el crecimiento en ventas y penetración del mercado PYME en el suroccidente colombiano por parte de la empresa CESCE Colombia (Segurexpo)(Universidad Icesi, 2024-12-22) Ruiz Torres, Andrea; Portilla, Edward Fernando Flórez; Navarrete, Mauricio CastroCurrently, the market and its high competitiveness require companies to reinvent not only their internal processes but also their sales strategies, which are a large part of their face to the outside world. An excellent product or an excellent brand does not guarantee a successful result, it is also necessary to properly exploit all available resources and channels, in which the expected reach can be achieved and improve the accuracy of the planning. Intermediation has been a historical and efficient tool in cases where it has been used by large companies seeking to reach audiences where they could not or would not be able to. The choice of the right distribution channel is crucial for the success of a product - Philip Kotler, Marketing Management - . This reinforces the importance of distribution channels, which are a path to be developed to reach not only customers, but also the success of a corporate strategy. Not only are sales strategies and distribution channels important, but also the chosen segment is highly relevant, so that all efforts are correctly directed and penetrate to the level needed and in the potential population. In this case, the segment will play a significant role, as it has not been previously exploited nor with the approaches that will be proposed. We will begin this journey with context and market information that will allow us to approach the tactics to niches where there is enormous potential and a minimal risk of failure.Ítem Whatsapp marketing GNNB(Universidad Icesi, 2024-12-22) Casafranco, Alejandra; Orozco Franco, Beatriz Julieth; Navarrete, MauricioDespués de analizar los diferentes canales tanto de comunicación como de comercialización, encontramos que el canal de telemercadeo, a pesar de ser el canal más exitoso de la GNNB en las regiones más importantes (Antioquia y Bogotá), en la Región sur los resultados no superan el 6% de la participación en ventas. Aunque a nivel nacional todos los equipos de ventas reciben la misma capacitación y formación, ad02emás de ser sometidos a los mismos procesos de evaluación de sus capacidades en la incorporación al banco, las ventas del equipo en la Región sur son muy bajas.Ítem Alianza para impulsar el crecimiento del negocio de los consultores de belleza Natura(Universidad Icesi, 2024-12-22) Torrado Cuéllar, Juliana; Ramírez Bonilla, Dayian Alexandre; Navarrete, MauricioEl objetivo de este proyecto es analizar y proponer soluciones a los desafíos que enfrentan las consultoras de Natura Cosméticos Ltda. en los niveles Bronce y Plata, quienes representan el 76 por ciento de la red en el Departamento del Cauca. Estas consultoras, esenciales para el modelo de ventas directas a través de catálogo de la empresa, experimentan limitaciones en su productividad debido a la falta de capital de trabajo, habilidades comerciales y tiempo disponible. Para abordar estos desafíos, se propone una alianza estratégica entre Natura y Banco Mundo Mujer, con el objetivo de ofrecer soluciones de microcréditos accesibles. Esta iniciativa tiene como fin permitir que la s consultoras mantengan un financiamiento constante para sus operaciones, incrementen la frecuencia de sus pedidos y avancen a niveles superiores como Oro, Zafiro y Diamante donde podrán acceder a comisiones y beneficios mayores. La solución propuesta se i mplementará a través de un plan piloto de ocho ciclos, que incluirá actividades de sensibilización, campañas promocionales y un seguimiento continuo del desempeño de las consultoras. Los resultados proyectados indican que el 40 por ciento de las consultora s Bronce y Plata ascenderán al nivel Oro, lo que generará un incremento del 25 por ciento en las ventas para el año 2025. Las principales conclusiones destacan que esta alianza fortalecerá la estabilidad económica de las consultoras, fomentará un modelo de negocio más sostenible y rentable, y permitirá a Natura alcanzar sus objetivos comerciales. Al mismo tiempo, Banco Mundo Mujer podrá expandir su portafolio crediticio, generando un impacto social positivo y medible en la región.Ítem Cirugía Plástica 360: Innovación Integral para una Recuperación Perfecta(Universidad Icesi, 2024-12-22) Franco, Carolina; Solanilla Zuluaga, Natalia; Navarrete, MauricioEste trabajo tiene como objetivo principal incrementar la facturación de Orva Medical Group en un 25%, alcanzando $11,467,251,884 anuales, mediante la implementación de servicios postquirúrgicos premium y la adopción del modelo integral Health Hub. Este modelo busca ofrecer una experiencia de recuperación superior a través de paquetes que combin an atención médica, bienestar físico y emocional, y tecnología avanzada. El enfoque incluye tres paquetes diferenciados (Básico, Premium y Gold), diseñados para responder a las necesidades específicas de las pacientes, fortaleciendo su recuperación integral. Además, se integran estrategias innovadoras como el soporte médico 24/ 7, sesiones psicológicas, transporte personalizado y experiencias en spa, con el objetivo de diferenciar la clínica en un mercado altamente competitivo. Los resultados esperados incluyen una mejora significativa en la fidelización de las pacientes, un aumento en la satisfacción postquirúrgica y el posicionamiento de Orva Medical Group como un referente en servicios postquirúrgicos en Colombia. Este crecimi ento será respaldado por un esquema de incentivos al equipo comercial, mejorando su compromiso y desempeño.Ítem Plan de marketing digital para ropa deportiva masculina Outwod(Universidad Icesi, 2024-12-22) Barco Arcila, Jorge Wilsor; Fajardo Zuluaga, César Augusto; Navarrete, MauricioThis document presents a digital marketing plan for Outwod, a Colombian men's sportswear brand, with the objective of increasing sales tenfold in the next 12 months compared to 2024. Outwod targets active, sports - passionate men aged 25 - 44 who seek function ality, style, and comfort in their athletic wear. The strategy focuses on maximizing social media presence and strengthening customer relationships through valuable content and targeted advertising campaigns. The plan involves developing a detailed social media editorial calendar for platforms like Instagram, WhatsApp, and Mercado Libre, and implementing advertising campaigns on Meta Ads and Mercado Ads. Tools such as Google Analytics and social media analytics will be used to measure the success of action s and adjust strategies in real - time. Outwod offers innovative design, personalized attention, functionality, performance, and a sense of community. The brand targets a male segment with a growing interest in physical well - being and a willingness to invest in quality products. In addition, a referral plan and collaborations with sports accounts are proposed to increase visibility and sales.Ítem Nuevo segmento de mercado para seguros de vida(Universidad Icesi, 2024-12-13) Hurtado, Diego Mauricio; Diaz, Diana Carolina; Navarrete, MauricioEl presente trabajo de aplicación busca explorar un nuevo segmento de mercado para los seguros de vida. Este estudio surge ante la necesidad de generar nuevas estrategias que impacten positivamente en las ventas, dado que actualmente no se están alcanzando los resultados esperados. Se tomó como base para el estudio a un equipo comercial de la aseguradora MetLife , el cual ha tenido un bajo desempeño en el periodo de enero a noviembre de 2024. Se está generando el 74% de la meta comercial, a tan solo un mes de finalizar el año. Su desempeño respecto al año anterior no ha mostrado mejoría significativa, atribuible a la saturación del mercado actual, enfocado principalmente en empleados de altos ingresos. Este segmento tiene actualmente múltiples opciones ofrecidas por empresas con servicios similares. El nuevo segmento de mercado busca diversificar la cartera de clientes, enfocándose en trabajadores independientes con negocios propios y una alta capacidad adquisitiva. Los resultados demuestran que hay un mercado potencial entre los independientes dueños de negocios ubicados en las zonas oriente y centro de la ciudad de Cali. Además, se identificó que estas personas están interesadas en proteger su patrimonio, pero carecen actualmente de asesorías en estos temas. A través de este trabajo, se justifica la elección del tema, se describe el proceso de análisis y se proponen estrategias que podrían marcar la diferencia en la incursión de este nuevo segmento.Ítem Compensación variable como mecanismo acelerador de los resultados comerciales e incentivo para mejorar la eficiencia de la fuerza de Ventas en PlussDent LTDA(Universidad Icesi, 2024-12-17) Chaves Navia, Tatiana; Varela, Carolina; Navarrete Castro, MauricioEsta propuesta tiene como objetivo implementar y validar un modelo de compensación variable basado en indicadores de gestión que permitan medir, analizar y optimizar la contribución de los asesores comerciales de PlussDent a los objetivos de ventas de la empresa. El modelo está diseñado para impulsar los resultados comerciales de la organización, incrementando la cobertura de clientes y mejorando la penetración del portafolio con marcas clave para la compañía.Ítem Logistica e-commerce recaudo contraentrega(Universidad Icesi, 2023-06-16) Mafla Cruz, Julian AndresOnline commerce has gained greater penetration thanks to the pandemic. Covid-19 forced small, medium and large companies to digitize their services to operate remotely due to isolation. From retailers and department stores to start-ups and B2B companies, they had to join this transformation to stay current. In Colombia, we have two major obstacles regarding e-commerce. One is the lack of financial inclusion, as more than half of the population does not have electronic payment mechanisms. The second has to do with the lack of trust on the part of buyers, especially those who are new to the world of e-commerce. With all this, cash on delivery plays a fundamental role as a facilitator of online purchases.Ítem Desarrollo de mercado clientes B2B Sushi Break(Universidad Icesi, 2023-06-16) Hernández, Renata; Arenas, MarthaAbstract Purpose The main purpose of this project is to develop a new customer segment for Sushi Break Company. Currently, the Company uses a B2C model and wants to explore the B2B market. Design/methodology/approach The methodology is based on the business model CANVAS with the objective of increasing sales income in new market segments. Findings Sushi Break could offer a strong value proposition to B2B clients, leveraging its well-positioned brand. Practical implications To develop this new segment, Sushi Break must motivate its sales team and cultivate the new segment through new channels and customer relationships to optimize its operational capabilities. Originality/Value Currently, Sushi Break operates with a B2C model through its points of sale, serving end consumers. This project aims to increase sales revenue by offering catering services to B2B clients. Key Words Catering, Sushi Cali, Sushi, Sushi Catering, Business Catering, Business Sushi Catering, Gastronomic Experiences.Ítem Estudio de viabilidad para nueva línea de alquiler de equipos Airless en la empresa Equipos y Proyectos Industriales SAS(Universidad Icesi, 2023-06-16) Nieto Flechas, Lina ConstanzaFeasibility study of a new business line for a company that sells paint application equipment. To obtain more market positioning and higher income, the equipment is not only sold but also rented. The methodology used during the 'application work' sessions was the Business Model Canvas, to discover how -with an innovative proposal- we could effectively address a company issue and positively impact its overall income. Among the most relevant findings, we have that: 1) our most attractive segments are 'contractors' and the 'metallic structures' sector (since they are clients whose businesses would be directly impacted by our proposals). 2) The industry segment is also an interesting one (with longer sales cycles and subject to more approvals because airless equipment is not part of their productivity chain). 3) The possibility of renting equipment is a viable option for the company since its annual income can contribute not only to operational profits but is also the window for the most representative segments to subsequently access the purchase of equipment as well as other company products. Among the various expectations is that of obtaining a business plan, one that positively impacts the company's income and helps expand its market position to cover all sectors (those who use the equipment less frequently and have lower income can access the rental service, and those who have a greater demand and benefit from the purchase could also benefit from us). This article is part of the final 'application work' for the sales specialization at Icesi University. It has not been previously presented by any other author and is self-authored; the names and figures/values presented are the result of research conducted by the author and aims to add value to the company.Ítem Captura de Leads a través de estrategias digitales(Universidad Icesi, 2023-06-01) Sanchez, Diana Carolina Cano; Román, Leydi Johana OchoaDigital advertising is undergoing significant evolution as consumers seek personalized experiences and the ability to make real-time purchases. This has led to a substantial increase in digital advertising investment by advertisers, who are also looking for specialized agencies and personalized, automated services. Currently, a wide range of services are offered, including advertising strategies, media planning, content production, digital marketing, and social media advertising. Advertising agencies must adapt to the digital era by offering specialized, personalized, and automated services. The purpose of this work is to present lead generation as a key opportunity to generate value and meet the needs of clients in a highly competitive marketÍtem ¿Cómo generar un crecimiento de impacto en las ventas de PVC en la construcción?(Universidad Icesi, 2024) Llantén, Carol Viviana MuñozThe purpose of this article is to show the development of a proposal to generate impact growth in PVC sales in the construction segment for the manufacturer Durman, with a 12% share in the Colombian market, surpassed by brands such as Gerfor with a 20% share and Pavco as the market leader with 60%. PVC is currently a commodity product, standardized by functional, resistance and regulatory characteristics, where PVC products from one manufacturer are the same as the other; For this reason, many times the negotiation of this type of product goes to a purely price competition or simply the clients decide to buy from the market leader because it is the most recognized. Throughout the project, a work methodology called Business Model CANVAS will be developed that facilitates ideation in an organized, consecutive, and logical way, carrying out a detailed study process in each of its components, based on macro analysis of world-class trends. such as the continuous urban growth, the use of BIM technologies, the construction of more and more environmentally sustainable buildings and reaching the micro-type analysis with the identification of specific delimiters of the purchasing process and the PVC installation process in the works, which They are generating ingredients to shape the proposal, for this case it consists of decommoditizing PVC and transforming it into a personalized product for each construction company, aimed at environmental issues, implementation of technologies, improved work performance, productivity and of course detonating growth impact on PVC sales in this segment for Durman Colombia.Ítem Transformación de la fuerza comercial de Nueva EPS(Universidad Icesi, 2024-06-24) Ospina Mera, Felipe Antonio; González Castaño, Juan José; Navarrete Castro, MauricioObjetivo Principal: Fortalecer la estructura comercial de acuerdo con las necesidades del mercado, enfocándose en planes complementarios. Metodología: Aplicar el método CANVAS del libro “ Generación de modelos de negocio ” de “ Alexander Osterwalder & Yves Pigneur ” como herramienta para la planificación empresarial, desarrollando paso a paso cada uno de los módulos, profundizando en la propuesta de valor, los canales y los recursos clave. Recomendaciones: En un entorno empresarial cambiante, es vital entender el comportamiento del sector para realizar una planificación eficiente. Se recomienda modificar la pirámide de gestión comercial, donde actualmente el 80% de los esfuerzos se dedica al cumplimiento de los presupuestos en afiliaciones del Régimen Contributivo, sin generar utilidad. La gestión de la fuerza comercial con un enfoque en el crecimiento exponencial de los presupuestos de ventas del Plan de Atención Complementaria se presenta como una solución a esta falta de ingresos. Implicaciones Prácticas: Esto se llevará a cabo a través de la definición y comunicación del rol, gestionando la resistencia al cambio, mostrando las ventajas del nuevo enfoque, y fortaleciendo la comercialización de planes complementarios mediante una venta consultiva y un enfoque en la comercialización de planes empresariales. Valor: Esta propuesta busca generar un crecimiento en las ventas de los planes complementarios de NUEVA EPS, con una visión de alto impacto para la compañía y su fuerza comercial. Palabras clave: Resistencia al cambio, usuarios, fidelización, retención.Ítem Plan de Expansión Regional de Metalplast Ltda. en Boyacá y Cundinamarca(Universidad Icesi, 2024-06-24) Borja Montes, Isabella; Espinosa Torres, Daniel Alberto; Navarrete, MauricioThis application work seeks to show how the study of a company's environment and the analysis of key aspects of the business is key to allowing companies to be prepared to face unforeseen risks that may affect their sales processes. In this work, a regional sales expansion plan for Metalplast Ltda. is presented, which arises after the analysis of the company. The results reveal that Metalplast Ltda. must diversify its customer base to reduce risks. The proposed regional expansion plan will allow effective diversification and strengthening of market positioning, adjusting its value proposition, and differentiating itself from the competition through a technical and personalized service.Ítem Optimizar la capacidad operativa de los recursos para A.C. Plomeros Especialistas(Universidad Icesi, 2024-06-26) Vinasco, Jairo DavidThis study focuses on optimizing the operational capacity of A.C. Plomeros Especialistas, a family-owned plumbing company in Cali, Colombia. Despite significant investments in advanced technology for services such as drain unblocking, hydraulic leak detection, waterproofing, and roof repair, the company faces the challenge of profitably utilizing its equipment through services that cover multiple investments with higher lead conversion. To address these issues, a commercial plan focused on improving customer communication and market segmentation is proposed. Key actions include advertising strategies to highlight current services and innovative technology, developing a pricing schedule based on geographic segmentation, improving the pre-diagnosis process with a decision tree to gather essential customer information before discussing prices, and introducing a diagnostic fee adjusted according to service location. The expected result is an increase in the conversion rate of potential customer prospects through more effective segmentation and communication, enabling the company to utilize 93% of its operational capacity. The objective of this strategy is to maximize operational efficiency and profitability, ultimately leading to increased customer satisfaction and market expansion in Cali.