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Ítem Diagnóstico situacional y propuesta de mezcla de mercadeo para la Empresa Inoxidable Santacruz(Universidad Icesi, 2012-10-01) Ríos, Juan Carlos; Borrero Caldas, Silvio; AsesorThis project responds to the interest of Inoxidable Santacruz’s owner in gaining market share and becoming a major player in the local industry of stainless steel products and services. To do so, this project presents a diagnosis of the current context, a corresponding situational analysis, to subsequently propose a marketing mix, that provides strategic focus, improves market share, and strengthens the firm’s competitive position.