Case Imark Group S.A.S. (IGS)

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Author(s): Rafael Ignacio Pérez-Uribe (Universidad de la Salle, Colombia), Catalina Gomez-Hurtado (Imark S.A.S., Colombia), Nelson Andres Andrade-Valbuena (Universidad Catolica de la Santisima Concepcion, Chile)and María Teresa Ramírez-Garzón (Universidad de La Salle, Colombia)
Copyright: 2025
Pages: 32
Source title: Models, Strategies, and Tools for Competitive SMEs
Source Author(s)/Editor(s): Rafael Perez-Uribe (Universidad de la Salle, Colombia), David Ocampo-Guzman (Santo Tomas University, Colombia & EAN University, Colombia)and Luz Janeth Lozano-Correa (Universidad Santo Tomas, Colombia)
DOI: 10.4018/979-8-3693-4046-2.ch016

Keywords: Business & Management / Business Science Reference / Small & Medium Enterprises / Small and Medium Enterprises

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Abstract

Imark group S.A.S is a micro-company dedicated for 13 years to advising multiple Colombian companies in advertising communication, organizational communication, as well as in providing digital and lithographic printing solutions and sale of promotional material. The company has also provided advice on research of markets and design of digital marketing campaigns.The objective of this work is to show how, from a consultancy to a Colombian microenterprise, a strategic direction is formulated and how to relate it to business results in terms of better competitiveness, in this case of the company IMARK SAS. This work was carried out with the support of the owner of the company, the participation of the General Management and the accounting and financial support staff.The activities that were carried out through the application of the corporate strategic management (CSM) model which allowed the companies to structure their medium-term strategic direction and short-term action plan.

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