Osuna Ramírez, Sergio AndresSierra Montoya, TomásArango Carvajal, Miguel2021-07-312021-07-312021https://repository.eia.edu.co/handle/11190/351448 páginasRESUMEN: Este estudio tiene como objetivo desarrollar un plan de mercadeo para la clínica Odontológica, el cual se compone de dos fases: la primera corresponde al mercadeo estratégico y la segunda al mercadeo operativo. Se llevó a cabo un análisis tanto del entorno interno como externo para entender el sector e identificar factores que permitan desarrollar una ventaja competitiva. Adicionalmente, se realizaron cuestionarios dirigidos a los consumidores, definidos como mercado objetivo, con el propósito de conocer sus preferencias y lograr identificar cómo captar el valor de este. Por otro lado, se realizaron reuniones con el personal que permitieron crear una visión clara del entorno interno de la clínica para conocer sus fortalezas y debilidades. Luego, se definieron los objetivos del plan de mercadeo, se propuso una serie de tácticas para lograr cumplir con dichos objetivos, y por medio de una matriz de viabilidad e impacto se decidió cuales se van a implementar. Finalmente, se precisó cada uno de los componentes para poder llevar a cabo las tácticas, entre estos, el responsable de realizarla, cuando, su presupuesto, los entregables y el método de seguimiento y control.ABSTRACT: The objective of this study is to develop a marketing plan to Odontologica, which is composed of two phases: the first corresponds to strategic marketing and the second to operational marketing. An analysis of both the internal and external environment was carried out to understand the sector and identify factors that would allow the development of a competitive advantage. In addition, questionnaires were sent to consumers, defined as the target market, to learn their preferences and identify how to capture their value. On the other hand, meetings were held with the staff to create a clear vision of the clinic's internal environment to learn about its strengths and weaknesses. Then, the objectives of the marketing plan were defined, a series of tactics were proposed to achieve these objectives, and by means of a feasibility and impact matrix it was decided which ones would be implemented. Finally, each of the components to carry out the tactics were specified, including the person responsible for carrying them out, when, the budget, the deliverables and the monitoring and control method.application/pdfspaDerechos Reservados - Universidad EIA, 2021Trabajo de grado - Pregradoinfo:eu-repo/semantics/openAccessAtribución-NoComercial-SinDerivadas 4.0 Internacional (CC BY-NC-ND 4.0)Plan de mercadeoOdontologíaMercadeo EstratégicoMercadeo OperativoMarketing planDentistryStrategic MarketingOperational Marketinghttp://purl.org/coar/access_right/c_abf2