Trabajo final de grado
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Reporte de Caso: Manser S.R.L.
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Autores
Honorato, Franco
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Universidad Siglo 21
Resumen
Este trabajo final de grado analiza la situación comercial de MAN-SER S.R.L., una empresa cordobesa del rubro metalúrgico con más de 25 años de trayectoria. A partir de la identificación de una problemática vinculada a la escasa visibilidad digital y la alta dependencia de un grupo reducido de clientes industriales, se desarrolló un reporte de caso orientado a potenciar su capacidad de captación comercial. El trabajo incluye el marco institucional, el análisis interno y externo (mediante herramientas como PESTEL, las Cinco Fuerzas de Porter y FODA), así como un marco teórico fundamentado en autores clave del marketing industrial y digital.
Sobre esta base, se realizó un diagnóstico y se propuso un plan de implementación estructurado en tres programas concretos: rediseño del sitio web, campaña publicitaria en Meta, y estrategia de contenidos orgánicos en Instagram. Se definieron objetivos, KPIs, cronograma y presupuesto para mejorar el posicionamiento digital de la empresa, diversificar su base de clientes y generar nuevas oportunidades de negocio. El trabajo concluye con recomendaciones profesionales y una síntesis de los aprendizajes alcanzados
This final degree project analyzes the commercial situation of MAN-SER S.R.L., a metalworking company from Córdoba, Argentina, with over 25 years of experience. Based on the identification of a problem related to low digital visibility and a high dependency on a small group of industrial clients, a case report was developed to enhance the company’s commercial outreach. The report includes the institutional framework, internal and external analysis (using tools such as PESTEL, Porter’s Five Forces, and SWOT), and a heoretical framework grounded in key authors of industrial and digital marketing. From this foundation, a diagnosis was established and an implementation plan was proposed, structured into three specific programs: redesign of the institutional website, advertising campaign on Meta platforms, and an organic content strategy on Instagram. Objectives, KPIs, timeline, and budget were defined to improve the company’s digital positioning, diversify its client base, and generate new business opportunities. The project concludes with professional recommendations and a synthesis of the knowledge acquired.
This final degree project analyzes the commercial situation of MAN-SER S.R.L., a metalworking company from Córdoba, Argentina, with over 25 years of experience. Based on the identification of a problem related to low digital visibility and a high dependency on a small group of industrial clients, a case report was developed to enhance the company’s commercial outreach. The report includes the institutional framework, internal and external analysis (using tools such as PESTEL, Porter’s Five Forces, and SWOT), and a heoretical framework grounded in key authors of industrial and digital marketing. From this foundation, a diagnosis was established and an implementation plan was proposed, structured into three specific programs: redesign of the institutional website, advertising campaign on Meta platforms, and an organic content strategy on Instagram. Objectives, KPIs, timeline, and budget were defined to improve the company’s digital positioning, diversify its client base, and generate new business opportunities. The project concludes with professional recommendations and a synthesis of the knowledge acquired.