Diseño de estrategias de marketing para la empresa Quicornac S.A. en la Ciudad de Guayaquil.
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Fecha
2018
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El presente proyecto de titulación tiene como objetivo diseñar estrategias de marketing para la
empresa Quicornac S.A. en la ciudad Guayaquil con la finalidad de incrementar las ventas de
la marca Sunny. La metodología aplicada en el proceso de investigación fue exploratoria
mediante técnicas e instrumentos de investigación cualitativa llevando a cabo dos entrevistas a
profundidad efectuadas a la Subgerente Comercial de Quicornac S.A. y a un experto en
Marketing, además de la técnica de observación directa en los puntos de venta. Por último, se
realiza una investigación descriptiva a través de encuestas realizadas a un grupo definido de
personas que compra jugos envasados, esta investigación tuvo como finalidad cumplir los
objetivos planteados en el proyecto. Con la información recolectada se desarrolló la propuesta
de estrategias de marketing para lograr el incremento de las ventas de la marca Sunny para el
año 2018 tomando en cuenta las conclusiones y recomendaciones planteadas en el contenido.
The present project has the objective of design marketing strategies for the company Quicornac S.A. in Guayaquil city with the purpose of increasing the sales of the Brand Sunny. The methodology applied in the research process was exploratory through techniques and instruments of qualitative research conducting two interviews to commercial sub manager of Quicornac S.A. and to an expert in Marketing, and also the technique of direct observation in some sale points was applied. Finally, a descriptive research was made through surveys carried out to a defined group of people who bought packaged juices, this research had the purpose of comply the objectives set in the project. With the information collected it was the proposal of marketing strategies to achieve the increase the sales of the Brand Sunny for the year 2018 taking in consideration the conclusions and recommendations raised in the content.
The present project has the objective of design marketing strategies for the company Quicornac S.A. in Guayaquil city with the purpose of increasing the sales of the Brand Sunny. The methodology applied in the research process was exploratory through techniques and instruments of qualitative research conducting two interviews to commercial sub manager of Quicornac S.A. and to an expert in Marketing, and also the technique of direct observation in some sale points was applied. Finally, a descriptive research was made through surveys carried out to a defined group of people who bought packaged juices, this research had the purpose of comply the objectives set in the project. With the information collected it was the proposal of marketing strategies to achieve the increase the sales of the Brand Sunny for the year 2018 taking in consideration the conclusions and recommendations raised in the content.
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Palabras clave
ESTRATEGIAS, MARKETING MIX, VENTAS, JUEGOS SUNNY