Diseño e implementación de un plan de marketing basado en el Neuromarketing para incrementar las ventas en la Pizzeria "Pizza Lista" del cantón Durán
Fecha
2016
Título de la revista
ISSN de la revista
Título del volumen
Editor
Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
Pizza Lista es una empresa ecuatoriana que se encuentra ubicada en Durán y para el desarrollo de este proyecto se ha tomado en consideración maneras diferentes y modernas de realizar una planificación de estrategias de marketing, en donde se busca un equilibrio entre el marketing tradicional y el neuromarketing, la finalidad de este proyecto es aumentar el nivel de ventas de la pizzería y elevar el posicionamiento de la marca en el cantón donde está ubicada.
Para este fin se ha estudiado el comportamiento de los consumidores frente a la marca y al producto en mención y sus preferencias, además de analizar la competencia a la que se enfrenta la pizzería en el mercado local.
Dentro del proyecto se explicará de manera breve, concisa y de forma introductoria el alcance del mismo, en el primer capítulo se habló acerca de la misión, acompañado del objetivo principal y los objetivos específicos del plan de negocio realizado; incluyendo el antecedente de la empresa, la descripción de clientes, de los canales de distribución, proveedores, la cadena de valor, etc.
El segundo capítulo se basa en plan de marketing, comenzando por el análisis sectorial. Adicionalmente se explicó todas las estrategias a utilizarse para la empresa y se describió con detalles cómo funciona de acuerdo al neuromarketing.
El capítulo número tres se basó en el recurso humano que estará dentro de la empresa, teniendo en cuenta a todo el personal que se requiere para armar la compañía.
En el cuarto capítulo se describe la producción en general, comenzando por la descripción a detalle de los insumos a utilizarse hasta el proceso de producción hasta llegar al producto terminado.
El quinto capítulo es dedicado a la parte financiera del proyecto, se detalló todos los rubros que conllevan la empresa y su desarrollo en general.
Pizza Lista” is an Ecuadorian company that is located in Duran, for the development of this project has been taken into consideration different and modern ways of making a planning marketing strategies, where a balance between traditional marketing and neuromarketing is sought. The purpose of this project is to increase the sales of the pizzeria and better brand positioning in the canton where it is located. To this end, has studied the behavior of consumers from the mark and the product in question and preferences, in addition to analyzing the competition that the pizzeria in the local market is facing. Within the project it will be explained briefly, concisely and introductory way the scope thereof, in the first chapter talked about the mission, together with the main objective and specific objectives of the business plan made; including the history of the company, description of customers, distribution channels, suppliers, value chain, etc. The second chapter is based on marketing plan, starting with the sectoral analysis: competition, description of suppliers, industry structure, positioning, target market. Additionally all the strategies to be used for the company explained and described in detail how it works according to neuromarketing. Chapter number three was based on the human resources that will be within the company, taking into account all personnel required to build the company. In the fourth chapter it describes general production, beginning with the description in detail of the inputs used to the production process until the finished product. The fifth chapter is devoted to the financial part of the project, all items involving the company and its development is generally explained. The financial study is an analysis of all economic variables of a company, either statically or dynamically, given from financial accounting basic documents.
Pizza Lista” is an Ecuadorian company that is located in Duran, for the development of this project has been taken into consideration different and modern ways of making a planning marketing strategies, where a balance between traditional marketing and neuromarketing is sought. The purpose of this project is to increase the sales of the pizzeria and better brand positioning in the canton where it is located. To this end, has studied the behavior of consumers from the mark and the product in question and preferences, in addition to analyzing the competition that the pizzeria in the local market is facing. Within the project it will be explained briefly, concisely and introductory way the scope thereof, in the first chapter talked about the mission, together with the main objective and specific objectives of the business plan made; including the history of the company, description of customers, distribution channels, suppliers, value chain, etc. The second chapter is based on marketing plan, starting with the sectoral analysis: competition, description of suppliers, industry structure, positioning, target market. Additionally all the strategies to be used for the company explained and described in detail how it works according to neuromarketing. Chapter number three was based on the human resources that will be within the company, taking into account all personnel required to build the company. In the fourth chapter it describes general production, beginning with the description in detail of the inputs used to the production process until the finished product. The fifth chapter is devoted to the financial part of the project, all items involving the company and its development is generally explained. The financial study is an analysis of all economic variables of a company, either statically or dynamically, given from financial accounting basic documents.
Descripción
Palabras clave
EMPRENDIMIENTO, FACULTAD, CALIDAD, PLANEACIÓN ESTRATÉGICA