Impacto del marketing holístico del sector de catering de la empresa “Postres y Refrigerios” por medio de una estrategia empresarial en la ciudad de Bogotá Colombia

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Resumen

The constant changes in the organizational environment represent significant threats for micro, small and medium-sized companies "MSMEs". In order to neutralize them, each company has the obligation to devise, formulate and develop strategies that lead to obtaining comparative advantages, with which it can achieve, maintain and surpass its place in the market. Therefore, the purpose of this study is to determine the impact of a business strategy on the competitiveness of the catering service of the company "Desserts and Snacks", located in the town of Fontibon, Bogotá, Colombia. Starting from a quantitative approach, with a descriptive correlating study and an experimental design, under the technique of Evaluation of External and Internal Factors with a sample of 14 companies in the sector in the locality and its interactivity with a Brief of holistic marketing. The results show that by interacting with these factors and the Holistic Marketing Brief, it contributes in a comprehensive, efficient and effective way to potentiate the catering service of the company " Desserts and Snacks " through a business strategy called "DREPS" as a result of interact Digital, Relational, Strategic, Proactive and Sustainable marketing to stick to a highly competitive market.

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Palabras clave

Estrategia empresarialFactores de evaluaciónCompetitividadEstructura BriefBusiness strategyEvaluation factorsCompetitivenessStructure Brief