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Ítem Diseño del plan de mercadeo estratégico para la clínica de otorrinolaringología y cirugía plástica(Universidad Icesi, 2011-01-01) Galarza Tamayo, Edna Ximena; Salguero Barrera, Lobsang; AsesorThe objective was to formulate a strategic marketing plan for the Clinic of Otolaryngology and Plastic Surgery allow him to achieve a competitive advantage for which an analysis and segmentation of the target market for the business first and second place conducted market research that included two types of core customers: 1) plastic surgeons and otolaryngologists in the city of Cali, which was applied a quantitative instrument, which allowed the perception of the market in the city; 2) service users who applied a qualitative research tool (In-depth interview) to know the perception of it. As for the variables analyzed we can conclude that the most important for the first group of customers is the quality of service, considering the facilities and offer prices that can perform the clinics to comply with this feature. For users of the service of the second group of customers as important is to establish a trust relationship with the professional care, courtesy and promptness in service delivery.Ítem Posicionando las buenas ideas: Comité Intergremial del Valle del Cauca, CIV: estudio de caso(Universidad Icesi, 2011-04-01) Benedetti Vela, Johnny Fernando; González Sánchez, Juan Manuel; AsesorBased on a branding issue, the topics treated about the problems that the Comité Intergremial of the Valle del Cauca has had in their initiative to develop efficiently the Economic Dialogues, which has arisen as a space for public debate and analysis of key issues of regional economy. Difficulties in attracting union support, lack of financial and human resources, stiffness in the format of the sessions and almost no orientation to marketing, are some of the situations that motivate the development of proposals for concrete actions, which have been designed on the theoretical structure of the Marketing Mix and as a priority pretend to effectively communicate the value proposition to the even fully identified target audience: labor leaders, universities with faculties of economy and the large base of business and government executives. Each of these types of clients with specific characteristics and motivations.With this difficulties the background encountered and the analysis of potential development of the Economic Dialogues, actions are proposed that initially do not require large financial resources but certainly do of a clear policy-oriented will execute them and take the initiative as a product with requirements that seek to guarantee its permanence.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.