Diseño de un plan de marketing para la empresa Jaroma S.A. de la Ciudad de Guayaquil
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Fecha
2017
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
La presente investigación se realizó con el fin de diseñar un plan de marketing para mejorar el posicionamiento de la empresa Jaroma S.A., la cual en sus 19 años no ha implementado estrategias de marketing, su única forma de hacer publicidad ha sido por recomendación de unos clientes a otros. Sin embargo, debido a la gran competencia que existe, se considera necesario desarrollar nuevas maneras de hacer publicidad y promocionar la empresa.
En el primer capítulo se detalla el planteamiento del problema, la formulación y sistematización del problema, los objetivos, la justificación, la delimitación y la respectiva hipótesis. En el segundo capítulo se describe los antecedentes, en el cual se incluyen otras investigaciones realizadas referentes al plan de marketing. Además, se puntualiza los aspectos teóricos y conceptos necesarios para realizar el plan de marketing.
En el tercer capítulo se destaca el tipo de investigación usada entre las cuales están: investigación descriptiva, documental y de campo. Se utilizó el enfoque cuantitativo ya que se realizaron encuestas a los clientes de la empresa. Como técnica de investigación se utilizó la encuesta, ya que por medio de esta se pueden obtener datos más precisos acerca de la preferencia de los clientes. De igual manera, se muestra los resultados obtenidos. En el cuarto capítulo se ejecuta el diseño del plan de marketing, para lo cual se procedió a realizar el análisis FODA para conocer los puntos débiles y fuertes de la empresa; así como también el modelo de las cinco fuerzas de Porter. Se establecieron estrategias de marketing mix las cuales, que permitirán captar la atención de nuevos clientes y mantener a los actuales. Se elaboró un presupuesto en el cual se detalla el costo de cada actividad.
This research was carried out with the purpose of designing a marketing plan to improve the positioning of the company Jaroma S.A., which in its 19 years has not implemented marketing strategies, its only way of advertising has been on the recommendation of some clients to others. However, due to the great competition that exists it is considered necessary to develop new ways to advertise and promote the company. The first chapter details the problem statement, the formulation and systematization of the problem, the objectives, the justification, the delimitation and the respective hypothesis. The second chapter describes the background, which includes other research carried out concerning the marketing plan. In addition, it outlines the theoretical aspects and concepts necessary to carry out the marketing plan. The third chapter highlights the type of research used among which are descriptive, documentary and field research. The quantitative approach was used given that surveys were carried out on the company's clients. As a research technique, the survey was used, since through this one can obtain more precise data about the preference of the clients. Likewise, the results are shown. In the fourth chapter the design of the marketing plan is executed, for which the swot analysis was carried out to know the weak and strong points of the company; As well as the model of Porter's five forces. Marketing mix strategies were established, which will allow capturing the attention of new customers and maintaining the current ones. A budget was elaborated in which the cost of each activity is detailed.
This research was carried out with the purpose of designing a marketing plan to improve the positioning of the company Jaroma S.A., which in its 19 years has not implemented marketing strategies, its only way of advertising has been on the recommendation of some clients to others. However, due to the great competition that exists it is considered necessary to develop new ways to advertise and promote the company. The first chapter details the problem statement, the formulation and systematization of the problem, the objectives, the justification, the delimitation and the respective hypothesis. The second chapter describes the background, which includes other research carried out concerning the marketing plan. In addition, it outlines the theoretical aspects and concepts necessary to carry out the marketing plan. The third chapter highlights the type of research used among which are descriptive, documentary and field research. The quantitative approach was used given that surveys were carried out on the company's clients. As a research technique, the survey was used, since through this one can obtain more precise data about the preference of the clients. Likewise, the results are shown. In the fourth chapter the design of the marketing plan is executed, for which the swot analysis was carried out to know the weak and strong points of the company; As well as the model of Porter's five forces. Marketing mix strategies were established, which will allow capturing the attention of new customers and maintaining the current ones. A budget was elaborated in which the cost of each activity is detailed.
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PLAN MARKETING, POSICIONSMIENTO Y ESTRATEGIAS DE MARKETING