Publicación: Propuesta de marketing estratégico para la empresa proveedora de servicios de construcción y obra civil en la ciudad de Cali, Ingecon del Valle SAS
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The research discusses the development of a strategic marketing proposal for Ingecon del Valle SAS, a micro-company in the city of Cali, dedicated to the provision of civil construction services in order to improve its strategic planning. The starting point is a situational analysis of the company through the SWOT, MEFE and MEFI tools to determine the critical factors that would serve for the approach of the strategies, then a target market is defined through a survey directed mainly to Ingecon's customers and supported with a managerial analysis based on the experience with different types of users; Based on the above, a mix of strategies with different approaches is proposed; finally, it concludes with the implementation of some of the strategies proposed in the marketing proposal; creation of profiles for social networks, development of content for them, landing page for organic growth in search engines and a negotiation and sales process based on the successful consultative sales model of Mack Hanan. The result of this work is capitalized in a better direction of the company and the connection of the company to the digital world through social networks and the website, essential in this era, where everything is connected.