Diseño de la estrategia comercial para la empresa Universal Learning S.A.S.

Abstract

The purpose of this project is to design a business strategy for Universal Learning S.A.S., a company dedicated to developing technological solutions for virtual education and e-learning. The proposal seeks to strengthen its market position by diversifying its customer acquisition channels and consolidating its AI-based value proposition, thereby overcoming its current dependence on word of mouth and a small number of corporate clients. To achieve this, a detailed analysis of the e-learning context in Colombia was carried out, identifying trends such as the sustained growth of virtual learning, the adoption of AI, and the need for personalized educational solutions. Universal Learning's current commercial approach was also studied, highlighting technical and pedagogical strengths, but with limited market penetration and a lack of management indicators. The project proposes a structured sales funnel for B2B, B2C, and B2G channels, integrating inbound and outbound marketing actions, CRM tools, process automation, and high-quality content production. It also proposes a benchmarking process with national and international competitors and develops differentiated value propositions to showcase the company's ability to offer comprehensive and scalable solutions in virtual learning environments. Finally, various key performance indicators are defined to measure the progress of the commercial strategy, and expected results are projected, such as increased revenue, greater customer diversification, and better data-driven decision-making. This roadmap seeks to be the starting point for consolidating UL's commercial area and identifying it as innovative and constantly evolving to provide better service.