Diseño de estrategias de marketing mix para clientes de la microempresa Giral Muebles de la ciudad de Guayaquil
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Fecha
2018
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El presente trabajo de investigación, contribuirá al desarrollo de la microempresa “Giral Muebles” de la ciudad de Guayaquil, dedicada a la fabricación y comercialización de muebles de madera para el hogar. Fue de mucha importancia realizar una investigación de mercado, utilizando instrumentos tales como encuestas a los actuales y posibles clientes del negocio, entrevista a la administradora de Giral Muebles, además de analizar la competencia, conocer la industria, la situación actual del negocio, y los principales competidores del negocio, y así posteriormente evaluar y analizar la información obtenida y llegar a conclusiones, que permitan tomar las mejores decisiones que beneficien no solo a los clientes, sino también al negocio. Es por ello, luego del estudio realizado surge la propuesta del diseño de estrategias de marketing mix, las cuales permitirán que Giral Muebles tenga un incremento en los clientes, y en sus niveles de ventas.
The present research, will contribute to the development of the “Giral Muebles” micro enterprise of the city of Guayaquil, dedicated to the manufacture and commercialization of wooden furniture for homes. For this it was very important to carry out an investigation, using instruments such as surveys of current and potential business clients, interviews with the business administrator and observation sheets to analyze the competition; and in this way to know the current business situation, the industry and its main competitors, subsequently evaluate and analyze the information obtained and in this way reach to conclusions, which will allow to make the best decisions that benefit not only the clients, but also the business at hand. That is why, after all the research is done, the proposal of design marketing mix strategies, which will allow the business to have an increase in customers, and in their sales levels.
The present research, will contribute to the development of the “Giral Muebles” micro enterprise of the city of Guayaquil, dedicated to the manufacture and commercialization of wooden furniture for homes. For this it was very important to carry out an investigation, using instruments such as surveys of current and potential business clients, interviews with the business administrator and observation sheets to analyze the competition; and in this way to know the current business situation, the industry and its main competitors, subsequently evaluate and analyze the information obtained and in this way reach to conclusions, which will allow to make the best decisions that benefit not only the clients, but also the business at hand. That is why, after all the research is done, the proposal of design marketing mix strategies, which will allow the business to have an increase in customers, and in their sales levels.
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MARKETING MIX, ESTRATEGIAS, MICROEMPRESA, VENTAS