Estrategias de marketing para incrementar la cartera de clientes directos en la compañía seguros Equinoccial S.A. para la Ciudad de Guayaquil periodo 2018
Fecha
2018
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El presente trabajo de titulación, realizado a Seguros Equinoccial, trata acerca de los inconvenientes que ha tenido la misma por la aparición de nuevas empresas competidoras de aumentar su base de clientes y por ende sus ganancias, por lo que se optó en estudiar la problemática siendo esta la falta de un plan de marketing, que permita saber cuáles son las estrategias que se deben aplicar para atraer nuevos clientes, con esta información la compañía se trazó como objetivo incrementar su cartera de clientes directos en un 10% para el año 2019, implementando un procedimiento de marketing innovador, basado en estrategias de venta directa, en la cual se analizaron dos variables la independiente que son estrategias de marketing y la dependiente que es incrementar la cartera de clientes. Se analizaron estudios de autores reconocidos relacionados con la temática, además se procedió a buscar información pertinente relacionada con las variables de la investigación para conocer un poco más a fondo la problemática que se está analizando, conjuntamente se escogió el diseño de la investigación siendo este investigación no experimental, puesto que la variable no será modificada, adicionalmente se usara la investigación de campo y bibliográfica para de esta forma poder obtener toda la información necesaria, que permita la resolución de la problemática antes planteada.
El estudio se llevara a cabo en la ciudad Guayaquil, cuya población supera el millón de habitantes, se usó la muestra para poblaciones infinitas, dando un total de 384 personas que fueron entrevistadas acerca de la temática.
En la propuesta se planteó un plan de marketing con sus respectivas estrategias, que permitan incrementar el número de clientes, de manera considerable y seguir siendo la compañía de Seguros privados número uno del Ecuador.
The present title work, carried out with Seguros Equinoccial, deals with the inconveniences that it has had due to the appearance of new competing companies to increase its customer base and therefore its profits, for which reason it was decided to study the problem being This is the lack of a marketing plan, which allows us to know what strategies should be applied to attract new customers, with this information the company set itself the objective of increasing its direct client portfolio by 10% by 2019, implementing an innovative marketing procedure, based on direct sales strategies, in which two independent variables were analyzed, which are marketing strategies and the dependent one, which is to increase the client portfolio. We analyzed the studies of recognized authors related to the subject, in addition we proceeded to look for relevant information related to the research variables to know a little more in depth the problem that is being analyzed, together we chose the design of the research being this research not experimental, since the variable will not be modified, additionally, the field and bibliographical research will be used in order to obtain all the necessary information, which allows the resolution of the problem previously raised. The study will be carried out in the city Guayaquil, whose population exceeds one million inhabitants, the sample was used for infinite populations, giving a total of 384 people who were interviewed about the subject. In the proposal, a marketing plan was proposed with their respective strategies, which allow to increase the number of clients, in a considerable way and to continue being the number one private insurance company in Ecuador.
The present title work, carried out with Seguros Equinoccial, deals with the inconveniences that it has had due to the appearance of new competing companies to increase its customer base and therefore its profits, for which reason it was decided to study the problem being This is the lack of a marketing plan, which allows us to know what strategies should be applied to attract new customers, with this information the company set itself the objective of increasing its direct client portfolio by 10% by 2019, implementing an innovative marketing procedure, based on direct sales strategies, in which two independent variables were analyzed, which are marketing strategies and the dependent one, which is to increase the client portfolio. We analyzed the studies of recognized authors related to the subject, in addition we proceeded to look for relevant information related to the research variables to know a little more in depth the problem that is being analyzed, together we chose the design of the research being this research not experimental, since the variable will not be modified, additionally, the field and bibliographical research will be used in order to obtain all the necessary information, which allows the resolution of the problem previously raised. The study will be carried out in the city Guayaquil, whose population exceeds one million inhabitants, the sample was used for infinite populations, giving a total of 384 people who were interviewed about the subject. In the proposal, a marketing plan was proposed with their respective strategies, which allow to increase the number of clients, in a considerable way and to continue being the number one private insurance company in Ecuador.
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ESTRATEGIA DE MARKETING, SEGUROS, SEO, HUBSPOT