Diseño de estrategias de marketing para la empresa Bombonazo de la ciudad de Milagro
Fecha
2017
Título de la revista
ISSN de la revista
Título del volumen
Editor
Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El presente trabajo de investigación presenta un diseño de estrategias de marketing para la empresa Bombonazo de la ciudad de Milagro, el mismo que funciona en la Av. Chirijos y el Oro, sus principales productos son una diversa gama de regalos personalizados para variedad de ocasiones, caracterizados por ser totalmente diseñados al gusto del cliente y están orientados a ser originales, innovadores y únicos, el costo de cada regalos personalizados varía de acuerdo a las peticiones del cliente, esta clase de regalos son usualmente comprados para toda clase de ocasión para poder regalar como cumpleaños, san Valentín, día de la madre, entre otros. Bombonazo desea incrementar las ventas, ganar un puesto en el mercado de detalles personalizados y ser reconocida entre las mejores de esta línea, por lo que se realizó un estudio donde se indago los diferentes criterios de expertos y teorías para elaborar un marco teórico. Se determinó como mercado potencial a la PEA de la ciudad de Milagro comprendida entre las edades de 15 a 41 años en adelante, lo que representa una población de 166634 habitantes de la cual se ha tomado una muestra de 383 personas para hacer el análisis cuantitativo y cualitativo. Este trabajo permitirá elaborar estrategias de marketing con la finalidad de incrementar las ventas en la ciudad de Milagro en los siguientes años, es pertinente mencionar que la competitividad en este mercado es muy agresiva por eso la calidad del producto y la presentación son los principales factores positivos que tiene esta joven empresa como puntos a favor.
The present research work presents a design of marketing strategies for the company Bombonazo of the city of Milagro, the same one that works in Av. Chirijos and El Oro its main products are a diverse range of personalized gifts, characterized by being totally designed to the client's taste and oriented to be original, innovative and unique, the cost of each personalized gift adapted to the customer's requests, this kind of gifts are usually purchased for the any type of occasion to be able to give away as birthday gifts, Valentine's Day, Mother's Day, among others. Bombonazo wants to increase sales, gain a position in the market of personalized gifts and be recognized among the best of this line, so a study was conducted where the different expert criteria were investigated and theories for a theoretical framework. It was determined as a potential market to the EAP of the city of Milagro comprised between the ages of 15 and 41 years was determined as a potential market, which represents a population of 166634 inhabitants from which a sample of 383 people has been taken to make the quantitative and qualitative analysis. This work will develop marketing strategies in order to increase sales of Bombonazo in Milagro in the following years, it is pertinent to mention that competition in this market is very aggressive so product quality and presentation are the main positive factors that this young company has on its favor.
The present research work presents a design of marketing strategies for the company Bombonazo of the city of Milagro, the same one that works in Av. Chirijos and El Oro its main products are a diverse range of personalized gifts, characterized by being totally designed to the client's taste and oriented to be original, innovative and unique, the cost of each personalized gift adapted to the customer's requests, this kind of gifts are usually purchased for the any type of occasion to be able to give away as birthday gifts, Valentine's Day, Mother's Day, among others. Bombonazo wants to increase sales, gain a position in the market of personalized gifts and be recognized among the best of this line, so a study was conducted where the different expert criteria were investigated and theories for a theoretical framework. It was determined as a potential market to the EAP of the city of Milagro comprised between the ages of 15 and 41 years was determined as a potential market, which represents a population of 166634 inhabitants from which a sample of 383 people has been taken to make the quantitative and qualitative analysis. This work will develop marketing strategies in order to increase sales of Bombonazo in Milagro in the following years, it is pertinent to mention that competition in this market is very aggressive so product quality and presentation are the main positive factors that this young company has on its favor.
Descripción
Palabras clave
ESTRATEGÍAS DE MARKETING, INCREMENTAR, MEZCLA DE MARKETING, VENTAS