Diseño de estrategias de marketing para la empresa Santos Sevitec, año 2018
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Fecha
2018
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El presente proyecto de investigación cuyo tema es el diseño de estrategias de marketing
para la empresa SANTOS SERVITEC, para el año 2018, busca mejorar el servicio de venta y
distribución de accesorios y herramientas eléctricas menores a los maestros a nivel local con la
finalidad de incentivar las ventas. Para lo cual, a través de un marco teórico de marketing
aplicado al sector ferretero, busca analizar el interés de los profesionales en la construcción en
la compra de herramientas eléctricas menores en la empresa SANTOS SERVITEC, con la
finalidad de, elaborar estrategias de marketing enfocadas a la mejora de la comercialización de
productos y herramientas eléctricas del negocio. Para la realización de la investigación se
utilizó el método exploratorio y descriptivo, el cual permitió recopilar la mayor cantidad de
información, mediante la entrevista y la encuesta se pudo obtener lo que se necesitaba,
determinando que los profesionales de la construcción si están interesados en comprar
herramientas eléctricas y con esto se plantearon estrategias para incentivar las ventas. Dentro
de las estrategias que se plantean están el desarrollo de la imagen corporativa, la mejora de la
fachada del local, presentación de la cartera de productos a los clientes, generar alianzas con
los proveedores, diseño de estrategias promocionales, ampliar el canal de venta de SANTOS
SERVITEC, promocionar la aplicación y contratar a un Community Manager, para esto se
necesitará un presupuesto de $33000.
The present research project whose relates to how the company SANTOS SERVITEC can offer a better service of sale and distribution of accessories and minor power tools to laborers construction workers at the local level in order to encourage sales. For which, through a theoretical framework of marketing applied to the hardware sector, seeks to analyze the interest of construction professionals in buying minor power tools in the company SANTOS SERVITEC with the purpose of, to elaborate marketing strategies focused on the improvement of the commercialization of products and electrical tools of the business. In order to carry out the research, the exploratory and descriptive method were used, which allowed us to collect the greatest amount of information, through the interview and the survey we were able to obtain what was needed, determining that the construction professionals are interested in buying power tools and these strategies were proposed to encourage sales. Among the strategies that were proposed are the development of the corporate image, the improvement of the facade of the premises, presentation of the portfolio of products to customers, generate alliances with suppliers, design of promotional strategies, expand the sales channel of SANTOS SERVITEC, promote the App and hire a Community Manager, for this will need a budget of $ 33.000,00.
The present research project whose relates to how the company SANTOS SERVITEC can offer a better service of sale and distribution of accessories and minor power tools to laborers construction workers at the local level in order to encourage sales. For which, through a theoretical framework of marketing applied to the hardware sector, seeks to analyze the interest of construction professionals in buying minor power tools in the company SANTOS SERVITEC with the purpose of, to elaborate marketing strategies focused on the improvement of the commercialization of products and electrical tools of the business. In order to carry out the research, the exploratory and descriptive method were used, which allowed us to collect the greatest amount of information, through the interview and the survey we were able to obtain what was needed, determining that the construction professionals are interested in buying power tools and these strategies were proposed to encourage sales. Among the strategies that were proposed are the development of the corporate image, the improvement of the facade of the premises, presentation of the portfolio of products to customers, generate alliances with suppliers, design of promotional strategies, expand the sales channel of SANTOS SERVITEC, promote the App and hire a Community Manager, for this will need a budget of $ 33.000,00.
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Palabras clave
ESTRATEGIAS, INCENTIVO DE VENTAS, APP