Diseño de un plan estratégico para incrementar las ventas en la Empresa creatividad Eliana en el sector oeste de la Ciudad de Guayaquil
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Fecha
2017
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El sector de la artesanía en la ciudad de Guayaquil, en la actualidad presenta un crecimiento potencial en el desarrollo económico de la ciudad, debido a lo que las personas adquieren piezas de artesanías para mejorar el ambiente de un cuarto o como motivo de obsequio para cualquier evento social, la empresa Creatividad Eliana tiene que tomar varias decisiones de comercialización. La empresa realiza un estudio de su situación actual y ejecuto un estudio de mercado, pero no realizo un estudio de los competidores. Las estrategias que se implementan en el plan de marketing se realizaron de manera empírica en base a la experiencia de mercado, debido a que la empresa anteriormente no realizaba publicidad ni promocionaba los productos, por tanto se ha cuantificado los costos que incurren en este factor.
El plan de marketing que se planteo tiene como propósito principal posicionar la empresa en el mercado, con productos de calidad y a un precio cómodo para el mercado, mediante una campaña publicitaria que se llevara a cabo durante un año, los productos de la empresa se promocionaran mediante las siguientes herramientas publicitarias, material POP y marketing digital, lo que ayudara a la empresa a aclarar la visión para el futuro mediante la implementación de un proceso dinámico que abastece a los mercados y segmentos de clientes. Pensar en el plan de marketing como un manual de instrucciones que permitirá seguir, paso a paso, todo lo que la empresa necesita para lograr las metas. El plan de marketing también ayudará a motivar a los empleados ya que tendrán un buen entendimiento del futuro de la empresa y perciben que tiene una estrategia sólida para llegar allí.
The handicraft sector in the city of Guayaquil, currently presents a potential growth in the economic development of the city, due to which people purchase pieces of handicrafts to improve the environment of a room or as a gift for any Social event, the company Creativity Eliana has to make several marketing decisions. The company performs a study of its current situation and carries out a market study, but I do not do a study of the competitors. The strategies implemented in the marketing plan were empirically based on market experience, because the company previously did not advertise or promote the products, therefore the costs incurred in this factor have been quantified. The main objective of the marketing plan is to position the company in the market, with quality products and at a comfortable price for the market, through an advertising campaign that will be carried out for a year, the company's products will be promoted Through the following advertising tools, POP material and digital marketing, which will help the company to clarify the vision for the future by implementing a dynamic process that caters to markets and customer segments. Think of the marketing plan as an instruction manual that will allow you to follow, step by step, everything that the company needs to achieve the goals. The marketing plan will also help motivate employees as they will have a good understanding of the company's future and perceive that it has a solid strategy to get there.
The handicraft sector in the city of Guayaquil, currently presents a potential growth in the economic development of the city, due to which people purchase pieces of handicrafts to improve the environment of a room or as a gift for any Social event, the company Creativity Eliana has to make several marketing decisions. The company performs a study of its current situation and carries out a market study, but I do not do a study of the competitors. The strategies implemented in the marketing plan were empirically based on market experience, because the company previously did not advertise or promote the products, therefore the costs incurred in this factor have been quantified. The main objective of the marketing plan is to position the company in the market, with quality products and at a comfortable price for the market, through an advertising campaign that will be carried out for a year, the company's products will be promoted Through the following advertising tools, POP material and digital marketing, which will help the company to clarify the vision for the future by implementing a dynamic process that caters to markets and customer segments. Think of the marketing plan as an instruction manual that will allow you to follow, step by step, everything that the company needs to achieve the goals. The marketing plan will also help motivate employees as they will have a good understanding of the company's future and perceive that it has a solid strategy to get there.
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MARKETING, DEMANDA, MERCADO, INNOVACIÓN