Análisis de la inserción a un nuevo segmento de mercado de la Empresa levapan del Ecuadro S.A. Propuesta de incorporación de estrategías de Marketing MIX
Fecha
2013
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Universidad Estatal de Guayaquil Facultad de Ciencias Administrativas
Resumen
En el presente trabajo de investigación se analiza la inserción a un nuevo
segmento de mercado de la empresa LEVAPAN del Ecuador S. A. con el objeto
de incorporar estrategias de Marketing Mix, identificando las causas de la
demanda insatisfecha y, a su vez reconociendo las ventajas y desventajas que
conlleva el análisis y la incorporación de Estrategias de Marketing Mix, tanto
internas como externas con la finalidad de poder detectar, corregir y aprovechar
las fortalezas, oportunidades, debilidades y amenazas, logrando conseguir los
objetivos propuestos para ser competitivos y alcanzando la fidelización de los
consumidores basada en una comunicación clara y directa que llevará al éxito de
la empresa. La metodología que se utilizó para obtener la información fueron
encuestas dirigidas , mujeres entre 40 a 60 años en los tres sectores de la
ciudad de Guayaquil, además se aplicó la observación directa de las actividades,
también se fortaleció los conocimientos utilizando la lectura científica, logrando
así determinar el desinterés en expandirse en mercados alternos en el cual la
empresa LEVAPAN de Ecuador S.A no ha incursionado y en el que puede
encontrar la fidelización de un nuevo segmento de mercado. Finalmente se
determina la situación en la que se encuentra, permitiendo incorporar Estrategias
de Marketing, la misma que ayudará a establecer propósitos, objetivos, políticas,
dotando a la misma de instrumentos que le permitirán anticipar situaciones y
escenarios imprevistos y los posibles cambios que se generan en el entorno, lo
que permitirá ser cada día mejores, estableciendo así ventajas competitivas y
consiguiendo éxito en el ámbito alimenticio. Siendo esta una de las principales
razones para poner en marcha el análisis de inserción a un nuevo segmento de
mercado de la empresa LEVAPAN del Ecuador S.A.
In this research work is analyzed the insertion to a new market segment of the Enterprise LEVAPAN of Ecuador S.A., with the objective of incorporating Mix Marketing strategies, identifying the causes of the unsatisfied demand and at the same time recognizing the advantages and disadvantages involving the analysis and the incorporation of Mix Marketing strategies, both internal and external in order to detect, amend and to take advantages of the strengths, opportunities, weakness and menaces, so in this way achieving the disposed targets to be competitive and reaching the loyalty of the costumers based in a clear and direct communication that will lead the enterprise to full success. The methodology that was used to obtain the information were by surveys directed to the final costumers, women between 40 to 60 years old in north, center and south of Guayaquil, plus it was applied the direct observation in the activities, also the knowledge was fortified using the scientific reading, thereby determining the disinterest in the expansion in alternative markets in which the Enterprise LEVAPAN of Ecuador S.A has not inroad and in which can find the loyalty of a new market segment. Finally it is determined the situation in which it is located, allowing to incorporate Marketing strategies, the same one that will help to establish purposes, objectives, policies and providing with tools that will allow to anticipate situations and unexpected scenarios and the possible changes that will be generated in the environment, so with this is expected to grow every day, establishing competitive advantages and fulfilling success in the food field. Being this, one of the principal reasons to start the insertion analysis to a new market segment of the Enterprise LEVAPAN of Ecuador S.A.
In this research work is analyzed the insertion to a new market segment of the Enterprise LEVAPAN of Ecuador S.A., with the objective of incorporating Mix Marketing strategies, identifying the causes of the unsatisfied demand and at the same time recognizing the advantages and disadvantages involving the analysis and the incorporation of Mix Marketing strategies, both internal and external in order to detect, amend and to take advantages of the strengths, opportunities, weakness and menaces, so in this way achieving the disposed targets to be competitive and reaching the loyalty of the costumers based in a clear and direct communication that will lead the enterprise to full success. The methodology that was used to obtain the information were by surveys directed to the final costumers, women between 40 to 60 years old in north, center and south of Guayaquil, plus it was applied the direct observation in the activities, also the knowledge was fortified using the scientific reading, thereby determining the disinterest in the expansion in alternative markets in which the Enterprise LEVAPAN of Ecuador S.A has not inroad and in which can find the loyalty of a new market segment. Finally it is determined the situation in which it is located, allowing to incorporate Marketing strategies, the same one that will help to establish purposes, objectives, policies and providing with tools that will allow to anticipate situations and unexpected scenarios and the possible changes that will be generated in the environment, so with this is expected to grow every day, establishing competitive advantages and fulfilling success in the food field. Being this, one of the principal reasons to start the insertion analysis to a new market segment of the Enterprise LEVAPAN of Ecuador S.A.
Descripción
Palabras clave
ESTRATEGIAS DE MARKETING MIX, DEMANDA INSATIFECHA, INSERCIÓN A UN SEGMENTO DE MERCADO