Ítem
Acceso Abierto
Estrategia de mejora para alimentos y bebidas compartir
Título de la revista
Autores
Barrera Penagos, Andrés
Cháves Godoy, Juan Esteban
Fecha
2024-11-23
Directores
Pinzón Alemán, Luz Andrea
ISSN de la revista
Título del volumen
Editor
Universidad del Rosario
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Resumen
El presente documento narra cómo se implementa, en su fase final, una estrategia de mercadeo digital para una empresa sostenible del departamento de Montería, Colombia, considerando variables como la escasez de recursos y bienes naturales.
Abstract
One of the greatest difficulties that humanity is currently going through is the scarcity of one of the most important natural resources for the survival of human beings, water. Factors such as long summers in different countries where rainfall has decreased, affecting different production cycles for industries, thus causing the consumption of drinking water to grow, crops do not occur with the same ease and speed, causing products that are basic for human consumption to be scarce in the markets, affecting the economy of producers and consumers, since prices rise due to the lack of offer. This difficulty at a global level, such as global warming, is not unrelated to being reflected in the reality of Colombia. The capital is currently in a water rationing program due to the low water levels of the reservoirs that provide water to a city with more than 8 million people. Taking into account that the main and most important city in the country is going through a shortage crisis, the reality of other cities and departments is even more serious due to the lack not only of water as a resource, due either to its geography or aqueduct technology. Such is the case of the department of Córdoba where the lack of this precious resource is constant because both factors mentioned above do not favor the region, often having to resort to other departments to ask for support and to have a water supply for the population. A city that lives this constant challenge is Montería where due to this obstacle the locals have developed drinking water companies that are offered to the people of the city for their own consumption or for any type of activity they are needing. One of these companies is Industrias de comida y alimentos Compartir, which throughout its history has established itself in the local market as a company committed to its bottling and water treatment processes to offer the best product to the market having sustainable processes to reduce its carbon footprint and also raise awareness among its consumers and customers to make responsible use of the product and its own packaging since they are also part of the sustainability that the company wants to have and show. The following report shows who is behind this company, how it operates, what characterizes it unlike its competitors and other aspects that have made it recognized in the local market of Montería. Although it is a company established with a business career that has more than 30 years, times change and needs also where the company can adapt processes and diversify its offer to deepen its portfolio and activities and begin to be recognized for managing new product lines that retain old customers and attract a new market share. Through a cross-SWOT analysis, the objectives of an improvement plan focused on brand recognition were set to attract new potential buyers through the different digital channels that the company manages, applying a wide variety of tactics that help the growth of the brand, increasing its sales and helping the objective of portfolio diversification to capture even more market in the region.
Palabras clave
Huella de carbono , Transparencia en sostenibilidad , Consumo responsable , Canales de venta , Sostenibilidad , Inversión verde
Keywords
Water treatment , Sales channels , Digital marketing , Production chain , Shortages
