Plan de marketing para incrementar las ventas de la Urbanización Ciudad Santiago
Fecha
2013
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El presente proyecto contiene el plan de marketing para la Urbanización CIUDAD SANTIAGO, ubicado en la ciudad de Guayaquil. CIUDAD SANTIAGO es un proyecto inmobiliario desarrollado íntegramente por el grupo FUROIANI, que es una organización de vasta experiencia en la construcción de viviendas sociales, que comenzó a desarrollar actividades en la ciudad de Guayaquil en el año de 1963 contando como respaldo el estudio profesional del Arquitecto José Furoiani Villagómez. Para desarrollar el presente plan de marketing, se ha realizado un estudio de mercado, donde permite determinar las estrategias y acciones destinadas a lograr los objetivos de ventas del proyecto y posicionamiento de la empresa, y que están estrechamente vinculados con los recursos necesarios que deben captarse mediante ventas para llevar a cabo el plan de marketing.
CIUDAD SANTIAGO es un proyecto inmobiliario ubicado en el Km 19. ½ vía Daule a 5 minutos del Parque Comercial California, en la ciudad de Guayaquil, cuenta con una infraestructura completa con cerramiento y guardianía las 24 horas del día y muchos beneficios más que posee la urbanización. El producto está compuesto por unidades de vivienda de 1 y 2 plantas y hasta de 3 dormitorios con un espacio de construcción desde 36,73 m2 hasta 67.05 m2 con estacionamiento al pié de la vivienda y con 3 tipos de modelos de villas, para cumplir las expectativas de las diferentes familias que desean adquirir una vivienda cómoda y segura. El plan de marketing a desarrollar implica considerar estos atributos del proyecto y lograr comunicarlos eficiente y efectivamente, destacando beneficios y desarrollando las diferentes estrategias que permite posicionarse en el mercado y alcanzar el objetivo en ventas.
The present project contains the Marketing Plan for the urbanization CIUDAD SANTIAGO, located in the city of Guayaquil. CIUDAD SANTIAGO is a real-estate project, entirely developed by the FUROIANI Group, which is an organization with vast experience in the construction of social housing, that started working in the city of Guayaquil in the year 1963, supported by architect José Furoiani Villagómez’s professional studio. In order to develop the present Marketing Plan, a market study was carried out. It enables the determination of strategies and actions targeted towards the achievement of the objective- increasing the firm’s sales. CIUDAD SANTIAGO is a real-estate project located at kilometer marker 19 ½ Vía Daule (5 minutes distance from Parque Comercial California) in the city of Guayaquil. It counts with a complete infrastructure with closing and with the disposition of a security personnel providing their guarding services 24 hours a day. The product is composed of housing units of 1 and 2 floors and even 3 bedrooms with a construction space ranging from 36,73 m2 to 67,05 m2, with its own parking lot and 3 housing models to meet the expectations of the different families wishing to acquire a comfortable and safe household. The marketing plan to develop involves the consideration of these attributes of the project and the adequate management to communicate them efficient- and effectively, highlighting benefits and developing the various strategies that will allow us to place ourselves in the market and reach our sales objective.
The present project contains the Marketing Plan for the urbanization CIUDAD SANTIAGO, located in the city of Guayaquil. CIUDAD SANTIAGO is a real-estate project, entirely developed by the FUROIANI Group, which is an organization with vast experience in the construction of social housing, that started working in the city of Guayaquil in the year 1963, supported by architect José Furoiani Villagómez’s professional studio. In order to develop the present Marketing Plan, a market study was carried out. It enables the determination of strategies and actions targeted towards the achievement of the objective- increasing the firm’s sales. CIUDAD SANTIAGO is a real-estate project located at kilometer marker 19 ½ Vía Daule (5 minutes distance from Parque Comercial California) in the city of Guayaquil. It counts with a complete infrastructure with closing and with the disposition of a security personnel providing their guarding services 24 hours a day. The product is composed of housing units of 1 and 2 floors and even 3 bedrooms with a construction space ranging from 36,73 m2 to 67,05 m2, with its own parking lot and 3 housing models to meet the expectations of the different families wishing to acquire a comfortable and safe household. The marketing plan to develop involves the consideration of these attributes of the project and the adequate management to communicate them efficient- and effectively, highlighting benefits and developing the various strategies that will allow us to place ourselves in the market and reach our sales objective.
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CONSTRUCCION DE VIVIENDAS EN LA CIUDAD DE GUAYAQUIL