Diseño de un plan de mercadeo estratégico para el centro de desarrollo Despertar Infantil, en el municipio de Pailitas Cesar.

Abstract

A marketing plan is vital for the operation of a company, it indicates and gives us the parameters that we must follow to be able to comply with the respective objectives and goals, likewise it is useful to put into practice strategies that help us forecast any eventuality that may affect or strengthen a project. This report refers to the Child Awakening Development Center of the municipality of Pailitas Cesar, whose purpose is to provide a comprehensive early childhood care service for children between the ages of 1 and 5 years, this is done in order to develop a contribution of the design of a strategic marketing plan to achieve a better positioning in the market. For this, it was necessary to elaborate an analysis of the internal and external factor of the kindergarten, in which the design of the marketing plan was defined and relevant information of this was offered, the competence was also studied in terms of its attributes, strategies, innovations and success factors. In addition, the diagnosis was made through the SWOT matrix and from it the MEFI and MEFE matrix in which the internal and external factors are qualified compared with their qualifications. This project is considered to be executed in the short term, as one of the leaders and most recognized at the municipal and regional level, targeting the socioeconomic public 1,2 and 3 without neglecting other segments. Since from the study conducted it can be deduced that the Child Awakening Development Center has strengths that make it different from its competence and with which it can work to continuously improve and thus face their weaknesses and threats. 11 In order that the information collected and the respective analysis generate new ideas and thus propose strategies so that the service provided by the Child Awakening Development Center is innovative and differs from its competence, an initial budget, a timeline to reach the initial objectives, monitoring and contingency plans.