Determinación de estrategias de fidelización de clientes aplicado al sector de la serigrafía en el mercado plástico y textil de la ciudad de Guayaquil
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2019
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
Este proyecto se realizó con la finalidad de lograr mantener relaciones comerciales a largo plazo con los clientes y asegurar la permanencia de las empresas de serigrafía, el objetivo general fue determinar estrategias de fidelización para fortalecer el nivel de ventas de las empresas dedicadas a la técnica de serigrafía en la industria gráfica, para que se conviertan en empresas líderes del sector por medio de estrategias efectivas de fidelización que satisfaga las necesidades de los clientes actuales en la ciudad de Guayaquil.
Se realizó una investigación de tipo descriptiva, se determinó la población y muestra después se efectuó la recolección de datos a través de las encuestas realizadas con su respectivo instrumento el cuestionario con una lista de preguntas de esa manera se obtuvo datos de las diferentes empresas de serigrafía. La tabulación e interpretación de datos arrojaron en su mayoría un alto porcentaje que las empresas de serigrafía no logran fidelizar a sus clientes y según el análisis de los datos es evidente que para este tipo de empresas no es esencial el ámbito del marketing orientado al cliente.
En la propuesta para mejorar las relaciones comerciales entre las empresas de serigrafía y sus clientes, se propone el proceso de elaboración de un plan de mercadeo en empieza con el análisis DAFO para analizar los factores internos y externos, es decir un diagnóstico de la situación actual de estas empresas de serigrafía y tener claro la misión y visión al implementar estrategias de marketing que estarán concentradas en el producto, precio, distribución y promoción. Y para finalizar se realizara un plan de acción para establecer actividades, asignar recursos y a su vez delegar responsables para cada una de las actividades y saber cuál es la táctica para medir y evaluar cada estrategia a implementar.
This project was carried out in order to maintain long-term commercial relationships with customers and ensure the permanence of screen printing companies, the general objective was to determine loyalty strategies to strengthen the sales level of companies dedicated to the technique of screen printing in the graphics industry, so that they become leading companies in the sector through effective loyalty strategies that meet the needs of current customers in the city of Guayaquil. A descriptive research was carried out, the population was determined and then the data collection was carried out through the surveys carried out with their respective instrument. The questionnaire with a list of questions thus obtained data from the different silk screen printing companies. The tabulation and interpretation of data mostly showed a high XVII percentage that screen printing companies do not achieve loyalty to their customers and according to the analysis of the data it is clear that for this type of companies the field of customer-oriented marketing is not essential. In the proposal to improve the commercial relations between screen printing companies and their clients, the process of preparing a marketing plan is proposed, starting with the SWOT analysis to analyze internal and external factors, ie a diagnosis of the current situation of these screen printing companies and be clear about the mission and vision when implementing marketing strategies that will be focused on the product, price, distribution and promotion. And finally an action plan to establish activities, allocate resources and delegate responsible for each of the activities and know what is the tactic to measure and evaluate each strategy to implement.
This project was carried out in order to maintain long-term commercial relationships with customers and ensure the permanence of screen printing companies, the general objective was to determine loyalty strategies to strengthen the sales level of companies dedicated to the technique of screen printing in the graphics industry, so that they become leading companies in the sector through effective loyalty strategies that meet the needs of current customers in the city of Guayaquil. A descriptive research was carried out, the population was determined and then the data collection was carried out through the surveys carried out with their respective instrument. The questionnaire with a list of questions thus obtained data from the different silk screen printing companies. The tabulation and interpretation of data mostly showed a high XVII percentage that screen printing companies do not achieve loyalty to their customers and according to the analysis of the data it is clear that for this type of companies the field of customer-oriented marketing is not essential. In the proposal to improve the commercial relations between screen printing companies and their clients, the process of preparing a marketing plan is proposed, starting with the SWOT analysis to analyze internal and external factors, ie a diagnosis of the current situation of these screen printing companies and be clear about the mission and vision when implementing marketing strategies that will be focused on the product, price, distribution and promotion. And finally an action plan to establish activities, allocate resources and delegate responsible for each of the activities and know what is the tactic to measure and evaluate each strategy to implement.
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FIDELIZACIÓN, ESTRATEGIAS, MARKETING MIX, PLAN DE MERCADEO