Publicación: Diseño de estrategias para la revitalización y reincorporación al mercado de la empresa “Sweet Rice”
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The following project is born of the need to return to the market a company that, in its beginnings, seemed promising, but that for multiple mistakes failed, this company was called Sweet Rice, and was responsible for producing and selling desserts of rice pudding, customized through toppings of different flavors, a factor that was used as a plus. In this sense, the following study is carried out which aims to design strategies for revitalization and reincorporation to the Sweet Rice company market. For the development of the study, the concepts of the variables were taken into account by authors such as (Ogilvy, 2008), (Andrews, (1977)), Jiménez (2010), Spendolini (2005) among others. The type of research was descriptive with non-experimental and transectional or transversal design. For the collection of the information, surveys were applied to focus groups of young employees of the offices of the historic center of Santa Marta. As a result, it was found that the vast majority of people surveyed consume a dessert in the afternoon, the majority prefer it cold, it was also possible to observe in the results of the surveys, the time they are willing to wait for an address, and one of the most convenient results is that all the people surveyed know the Rice with Milk, and they know it by the tradition of their homes, which is a dessert prepared by our grandmothers.It is concluded that his main error was the way in which the product reached the final customer, not counting that he did not have a completely defined target group, for this reason the strategies to launch Sweet Rice back to the market were aimed, initially, to These two elements. And it was recommended that a change be made in the name of the company, called Rice with Milk…. I want to get married, a more distinctive and striking name, implement new mechanisms to deliver the final product, have a more direct relationship with customers and always worrying about maintaining a good service.