Diseño de un plan estratégico de marketing para la Empresa Disfor S.A. de la ciudad de Guayaquil
Fecha
2018
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El presente estudio presenta una propuesta de estrategia de Marketing para la
empresa Disfor, debido a que la empresa en los últimos años ha disminuido sus
ventas debido a muchas variables, por lo que luego de un estudio a los principales
clientes de la organización se llegó a la conclusión que uno de los factores era la
demora de los pedidos ,debido a que la ubicación de la empresa se encuentra en una
zona de alto tráfico, y algunos productos se encuentran en sus precios de ventas más
alto por comprar a proveedores intermediarios, lo que se propuso es un modelo de
gestión de compra y una estrategia de valor impulsado al cliente ,por medio de
promociones ,estrategia de precios y Marketing Digital con una entrega con vehículos
motorizados ,en el estudio se determinó que la empresa recuperaría rápidamente la
inversión y aseguraría su posición en el mercado.
The present study presents a marketing strategy proposal for the company Disfor, because the company in recent years has decreased its sales due to many variables, so after a study to the main clients of the organization it was reached the conclusion that one of the factors was the delay of the orders, because the location of the company is in a high traffic area, and some products are found in their higher sales prices to buy from intermediaries, What was proposed was a purchasing management model and a value strategy driven to the customer, through promotions, pricing strategy and Digital Marketing with a delivery with motorized vehicles, in the study it was determined that the company would quickly recover the investment and would ensure its position in the market.
The present study presents a marketing strategy proposal for the company Disfor, because the company in recent years has decreased its sales due to many variables, so after a study to the main clients of the organization it was reached the conclusion that one of the factors was the delay of the orders, because the location of the company is in a high traffic area, and some products are found in their higher sales prices to buy from intermediaries, What was proposed was a purchasing management model and a value strategy driven to the customer, through promotions, pricing strategy and Digital Marketing with a delivery with motorized vehicles, in the study it was determined that the company would quickly recover the investment and would ensure its position in the market.
Descripción
Palabras clave
MERCADO, ESTRATEGIA DE MARKETING, ANÁLISIS DEL SECTOR, POSICIONAMIENTO