Resumen

MARTINEZ PEREZ, Yasiel; PEREZ MARTINEZ, Jineht; DE LA NUEZ HERNANDEZ, Diana  y  AMENEIRO TORRES, María Consuelo. The value proposal in the marketing of beverages and soft drinks. Coodes [online]. 2024, vol.12, n.3  Epub 30-Dic-2024. ISSN 2310-340X.

In view of the constant changes in the market, beverage and soft drink marketing companies must assume innovative processes that imply the reconfiguration of their activities and the search for new alternatives to satisfy their customers. The objective of this article is to define the value proposal for the determination of the marketing strategy in the Beverage and Soft Drink Company of Pinar del Río, given that its management shows a limited market orientation, which affects timely decision making in the medium and long term and its organizational performance. The diagnosis of this subsystem in the company was carried out in an exploratory, descriptive and later explanatory order. A procedure was structured in three stages and seven steps that allowed the delineation of the company's value proposal to determine the most efficient marketing strategy for the company.

Palabras clave : value proposal; commercialization; innovation; market.

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