Un plan de mercadeo para emprendimientos : caso Leepops.

Abstract

Teniendo en cuenta el gran surgimiento de emprendimientos en la ciudad de Cali se identificó una necesidad que afectaba a gran parte de estos emprendedores, la cual es el desarrollo de la planeación del mercadeo en su emprendimiento. Esto se debe a que la mayoría de estos desempeñan diversas funciones y dejan a un lado un aspecto fundamental como la planeación de la estrategia de mercadeo. Además, una cantidad considerable de emprendedores no tiene conocimiento suficiente de esta área de la empresa y por esta razón le restan importancia Con el fin de conocer las necesidades de los emprendimientos, se realizaron entrevistas a diferentes emprendedores de la ciudad de Cali y paralelo se realizaron entrevistas a personas que pertenecen al área de mercadeo en medianas y grandes empresas, y de este modo, recaudar la información necesaria para la construcción del plan de mercado para emprendimientos.

Taking into account the great emergence of enterprises in the city of Cali, a need that affected a large part of these entrepreneurs was identified, which is the development of marketing planning in their enterprise. This is because most of these perform various functions and leave aside a fundamental aspect such as marketing strategy planning. In addition, a considerable number of entrepreneurs do not have sufficient knowledge of this area of the company and for this reason they downplay it. In order to know the needs of the enterprises, interviews were conducted with different entrepreneurs in the city of Cali and parallel interviews were conducted with people who belong to the marketing area in medium and large companies, and in this way, collect the necessary information for the construction of the market plan for enterprises. After collecting all the information, the marketing plan was made with a very close and not very technical language based on the needs of the city's entrepreneurs in order for these people to understand and apply the marketing plan in the best way. Additionally, the marketing plan for the Leepops venture was implemented as a case study.