Estructuración y desarrollo de un plan de medios para la empresa Tecni Hidráulicas Saumeth de la Guajira S.A.S.

Abstract

The general objective of this report on professional practices for a degree option is part of the development of a "MEDIA PLAN FOR THE COMPANY TECNI HIDRÁULICA SAUMETH DE LA GUAJIRA SAS", with this it is intended to offer a clear vision of the situation in the company is in, in order to ensure its permanence and expansion in the competitive market. For the realization of this report, methods, techniques and procedures were used that allowed to investigate, develop and obtain results with which it was possible to make an improvement proposal that in the course it was evidenced that in addition to the environment plan it was necessary to propose change strategies in the commercial area in general, as well as in portfolio collection, so that in this way the strategies proposed in the proposal could have a real impact. For the veracity of the report, the methods used were: Inductive method, it was applied in the field work to contrast relevant aspects of the facts in the preparation of the proposal, it was used in the study and analysis of the results of the interview, to later determine general conclusions that were reached in the investigation, in the field work we had the contribution of the employee of the commercial area, to whom the interview was applied. The compilation of the evidence made it clear that it was necessary to make some changes such as: providing the personnel with work items such as uniforms, boots, helmet and, in general, personal protection items. In addition, there was a high volume of overdue billing that was difficult to collect, so it was necessary to create a strategy for the recovery of this portfolio, additionally the customer service was not getting along well, this led to the development of methods and techniques to optimize this area Based on what was built in the proposal that contains strategic objectives focused on: Achieve growth in sales both locally and regionally Consolidate the corporate image of the company Expand market share Propose strategies to improve the positioning of the company. Create and manage social networks. Conduct a sales analysis. Creation of monitoring and management indicators for customer service, marketing and portfolio recovery Determine the target audience. Define communication strategies that allow a good fit between the company's resource capacity and its external situation. Renew, improve and legitimize the image of the company. Make an effective, transparent and understandable communication to all clients about the values of the company and its purpose.

Finally, the conclusions and recommendations, which satisfactorily complement the preparation of the proposed Media Plan.