Publicación:

Diseño plan de marketing en la empresa Grupo Nutresa en tiempos de pandemia

Resumen

Currently, many companies are looking for new Management Management trends that manage to generate benefits and create value within the organization, thus strengthening their competitive advantage through innovative development and growth strategies that support business objectives. Innovation has become a key element when planning strategies with a view to its sustainability; some companies fail when introducing their innovations and this is due to the weakness they have in the approach of their strategies. These failures occur when they are thought to satisfy a particular need and not the need of a market, due to lack of knowledge and approach to the market, due to failures when clear processes have not been established, or in the event that they exist, they are not executed properly. Innovation and strategies are born from the moment a company is created, these factors are part of its DNA, but it depends on its administrators to achieve the materialization of an idea that includes innovation and strategies successfully, a process that is not easy. ; however, it is the main challenge for organizations. This scenario is not alien to any company, they know that they must constantly create strategies either to solve internal or external problems. This situation motivated the development of an investigation in Grupo Nutresa; company that has been in the market for 100 years, dedicated to the production and commercialization of food, ready to provide nutrition and healthy life to families. It is important to mention that this company is recognized as a market leader for its high degree of innovation, this has been materialized in its long history, direct presence in 14 countries with 47 production plants, products present in 78 countries on five continents, participation of the consolidated market in Colombia of more than 53%, more than 1.6 million customers served through a network of more than 9,500 vendors, among other recognitions. It should be clarified that the study was carried out based on theoretical, technical and practical foundations in the field of innovation, thus proposing clear strategies that help to enhance the success of the company. (Grupo Nutresa, s.f.)