Diseño de estrategias de marketing para la empresa Representaciones Solumed en la ciudad de Guayaquil. año 2019
Fecha
2019
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
La empresa Representaciones Solumed es una empresa con pocos años dentro del mercado de distribución de insumos médicos, que desde el inicio de su actividad comercial se centralizó en el sector público tales como hospitales y centros de salud que son administradas por el estado. La idea de ejecutar estrategias de marketing nace de la necesidad que tiene la empresa en acaparar otro tipo de mercado, el cual no estaba siendo atendido. En la actualidad las empresas que se dedican a esta actividad están teniendo inconvenientes en los pagos por parte del estado, debido a que se han enfocado en el sector de salud pública, también se está presentando un mayor nivel de competencia en este mismo sector, por este motivo, la empresa desea mejorar su comercialización y atender el mercado del sector privado. En este proceso de investigación se recopiló información y opiniones de personas que se dedican a la misma actividad, se realizó investigación cuantitativa, en donde se pudieron obtener datos reales mediante la aplicación de encuestas, las mismas que permitieron conocer la demanda de insumos médicos en el sector privado, además de las necesidades y prioridades de los clientes potenciales. Se plantearon estrategias de marketing que permitan a la empresa no solo mejorar su comercialización, sino también ofrecer una mejor imagen en su equipo de ventas y que se mantenga una mejor organización en sus rutas y visitas para poder tener mayor contacto con los clientes y estar acorde a las necesidades que se generarán.
The company Representaciones Solumed is a company with few years in the market of distribution of medical supplies, since the beginning of the commercial activity was centralized in the public sector such as hospitals and health areas that are administered by the state.The idea of executing marketing strategies arises from the need that the company has to monopolize another type of market, which was not being addressed. At present the companies that dedicate themselves to this activity are presenting inconveniences in the payments on the part of the state and presenting / displaying competition in the same public sector, for this reason the company wishes to improve its commercialization and to take care of the market of the private sector.In this research process information and options were collected from people who are engaged in the same activity, quantitative research was conducted where real data could be obtained by applying surveys where the demand for medical supplies in the private sector was known, the needs and priorities of potential customers. Marketing strategies were proposed that allow the company not only to improve its marketing, but also to offer a better image in its sales team, to maintain a better organization in its routes and visits, in order to have more contact with customers and be in accordance with the needs that will be generated
The company Representaciones Solumed is a company with few years in the market of distribution of medical supplies, since the beginning of the commercial activity was centralized in the public sector such as hospitals and health areas that are administered by the state.The idea of executing marketing strategies arises from the need that the company has to monopolize another type of market, which was not being addressed. At present the companies that dedicate themselves to this activity are presenting inconveniences in the payments on the part of the state and presenting / displaying competition in the same public sector, for this reason the company wishes to improve its commercialization and to take care of the market of the private sector.In this research process information and options were collected from people who are engaged in the same activity, quantitative research was conducted where real data could be obtained by applying surveys where the demand for medical supplies in the private sector was known, the needs and priorities of potential customers. Marketing strategies were proposed that allow the company not only to improve its marketing, but also to offer a better image in its sales team, to maintain a better organization in its routes and visits, in order to have more contact with customers and be in accordance with the needs that will be generated
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ESTRATEGIAS, MARKETING, COMERCIALIZACIÓN, EQUIPO DE VENTA