Diseño de las estrategias de marketing de servicios para el incremento de la participación de mercado del consultorio veterinario “Dejando Huellas” de Guayaquil, año 2017
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2017
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El presente proyecto de investigación tiene como objetivo general analizar las estrategias de marketing de servicios a través de un estudio integral para incrementar la participación de mercado del consultorio veterinario “Dejando Huellas”, así como también cuenta con objetivos específicos orientados en primer lugar a definir los procesos teóricos de la estrategia de marketing de servicios y la participación de mercado a través de la investigación bibliográfica, en segundo lugar diagnosticar la situación comercial actual de la veterinaria y como tercer punto diseñar los componentes de las estrategias de marketing de servicios y los métodos de acción. Se utilizó el método cuantitativo, en cuanto a las técnicas e instrumentos de recolección de datos, se aplicó la entrevista así como el focus group a través de una guía de preguntas las encuestas realizadas a través de un cuestionario y la observación directa a través de parámetros establecidos. Se llevó a cabo 189 encuestas a los clientes potenciales de un total de 375 (población) y de acuerdo a los resultados del análisis se pudo constatar cuales son los aspectos relevantes al momento de llevar una mascota a la veterinaria, así como también conocer cuál de las veterinarias de la Ciudadela Las Orquídeas Este acuden con más frecuencia, esto con el fin de saber el porcentaje de participación de mercado de la competencia, los medios utilizados con más frecuencias y las diferentes promociones y descuentos que les gustaría recibir de un centro veterinario, por el cual se pudo conocer la necesidad insatisfecha. También se aplicó 119 encuestas a los clientes fijos de un total de 169 (población), con el fin valorar el grado de satisfacción del servicio recibido, donde se constató la falta de variedad de servicios y la deficiente capacidad instalada e imagen. Posteriormente se aplicó los métodos de acción de las estrategias de servicios como son las 8 P’s de marketing, estrategias de fidelización, promoción de ventas, publicidad, marketing directo, relaciones públicas, estrategias de diferenciación, etc., con el fin de incrementar la participación de mercado del consultorio veterinario “Dejando Huellas”. Cada estrategia tiene un presupuesto de inversión lo cual se vio reflejado en el costo-beneficio.
The present research project has as general objective to analyze the marketing strategies of services through an integral study to increase the market participation of the veterinary consultancy "Dejando Huellas", as well as it has specific objectives oriented in the first place to define the theoretical processes of service marketing strategy and market share through bibliographic research, secondly diagnose the current commercial situation of the veterinary and as third point design the components of service marketing strategy and methods action. The quantitative method was used, in terms of techniques and instruments of data collection, the interview was applied as well as the focus group through a guide of questions the surveys carried out through a questionnaire and direct observation through established parameters. 189 surveys were carried out to potential clients out of a total of 375 (population) and according to the results of the analysis it was possible to verify which are the relevant aspects when taking a pet to the veterinary, as well as to know which of the veterinaries of the Ciudadela Las Orquídeas Este more frequent visits, in order to know the percentage of market share of the competition, the most frequently used means and the different promotions and discounts that they would like to receive from a veterinary center, whereby the unmet need was known. 119 surveys were also applied to fixed customers of a total of 169 (population), in order to assess the degree of satisfaction of the service received, which revealed the lack of variety of services and poor installed capacity and image. Subsequently we applied the methods of action of service strategies such as the 8 P's of marketing, loyalty strategies, sales promotion, advertising, direct marketing, public relations, differentiation strategies, etc., in order to increase participation of the veterinary consultancy “Dejando Huellas". Each strategy has an investment budget which was reflected in the cost-benefit.
The present research project has as general objective to analyze the marketing strategies of services through an integral study to increase the market participation of the veterinary consultancy "Dejando Huellas", as well as it has specific objectives oriented in the first place to define the theoretical processes of service marketing strategy and market share through bibliographic research, secondly diagnose the current commercial situation of the veterinary and as third point design the components of service marketing strategy and methods action. The quantitative method was used, in terms of techniques and instruments of data collection, the interview was applied as well as the focus group through a guide of questions the surveys carried out through a questionnaire and direct observation through established parameters. 189 surveys were carried out to potential clients out of a total of 375 (population) and according to the results of the analysis it was possible to verify which are the relevant aspects when taking a pet to the veterinary, as well as to know which of the veterinaries of the Ciudadela Las Orquídeas Este more frequent visits, in order to know the percentage of market share of the competition, the most frequently used means and the different promotions and discounts that they would like to receive from a veterinary center, whereby the unmet need was known. 119 surveys were also applied to fixed customers of a total of 169 (population), in order to assess the degree of satisfaction of the service received, which revealed the lack of variety of services and poor installed capacity and image. Subsequently we applied the methods of action of service strategies such as the 8 P's of marketing, loyalty strategies, sales promotion, advertising, direct marketing, public relations, differentiation strategies, etc., in order to increase participation of the veterinary consultancy “Dejando Huellas". Each strategy has an investment budget which was reflected in the cost-benefit.
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FIDELIZACIÓN, MARKETING DE SERVICIOS, PARTICIPACIÓN DE MERCADO, POSICIONAMIENTO, VETERINARIA