Publicación:

Estrategias de Marketing para las propuestas de valor en las Pymes de Bogotá

Resumen

The growth, positioning and success of an SME is strictly related to its value proposition. This general knowledge that the way of applying the way of buying and selling products and services changed radically from the Covid-19. Although it is true that consumers have always been informed of the benefits, advantages and characteristics that a product brings, since the pandemic, research, comparison and decision-making regarding the satisfaction of their needs, the consumer takes it to carried out in a rigorous, responsible and conscientious manner. This is why the presentation of a product or service is so important to achieve the objectives proposed by SMEs within their strategic plan. It is necessary that they offer the consumer value proposals that exceed their expectations in order to generate loyalty. Within the Marketing strategies, SMEs implement the Marketing Mix as a tool to make themselves known. Likewise, they have had to venture into Digital Marketing to face the existing high competition. What you want to achieve with this monograph is to publicize the Marketing strategies that have benefited SMEs in Bogotá and have attributed their value propositions. And thus replicate the examples of success given in the city of Bogotá.