Propuesta de un plan de marketing para la peluquería Estefany ubicada en el sur de la ciudad de Guayaquil.
Fecha
2019
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El presente trabajo de titulación consiste en el diseño de un plan de marketing para la Peluquería Estefany ubicada en el sur de la ciudad de Guayaquil específicamente en el sector del Batallón del Suburbio perteneciente a la Parroquia Febres Cordero, dedicada a la prestación de servicios relacionados con la belleza y estética manteniéndose con dos años y medio en el mercado. La peluquería en el último año presentó una disminución en sus ventas en comparación al año anterior que fue muy rentable, es por esta razón que se realizó un análisis de las principales causas que conllevan al problema mencionado.
Para el análisis se utilizó el método cualitativo siendo esto una entrevista a la propietaria del negocio y el método cuantitativo dónde se realizó una encuesta a los clientes actuales y potenciales, ambas herramientas para poder recabar información de gran utilidad para la toma de decisiones.
Finalmente se diseñó un plan que conlleva a la realización de una serie de etapas con estrategias y técnicas de marketing que le permitirán a la peluquería recuperar su cartera de clientes, incrementar sus ventas y mejorar su rentabilidad.
The present titling work consists in the design of a marketing plan for the Estefany Barber shop located in the south of the city of Guayaquil, specifically in the Batallon del Suburbio sector belonging to the Febres Cordero Parish, dedicated to the provision of services related to the beauty and aesthetics staying with two and a half years in the market. The hairdressing in the last year presented a decrease in its sales compared to the previous year that was very profitable, it is for this reason that an analysis was made of the main causes that lead to the problem. For the analysis, the qualitative method was used, this being an interview to the owner of the business and the quantitative method where a survey was conducted to current and potential clients, both tools to gather information of great use for decision making. Finally, a plan was designed that leads to the realization of a series of stages with strategies and marketing techniques that will allow the hairdresser to recover its customer base, increase its sales and improve its profitability.
The present titling work consists in the design of a marketing plan for the Estefany Barber shop located in the south of the city of Guayaquil, specifically in the Batallon del Suburbio sector belonging to the Febres Cordero Parish, dedicated to the provision of services related to the beauty and aesthetics staying with two and a half years in the market. The hairdressing in the last year presented a decrease in its sales compared to the previous year that was very profitable, it is for this reason that an analysis was made of the main causes that lead to the problem. For the analysis, the qualitative method was used, this being an interview to the owner of the business and the quantitative method where a survey was conducted to current and potential clients, both tools to gather information of great use for decision making. Finally, a plan was designed that leads to the realization of a series of stages with strategies and marketing techniques that will allow the hairdresser to recover its customer base, increase its sales and improve its profitability.
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Palabras clave
PLAN DE MARKETING, PELUQUERÍA, ESTRATEGIAS, TÉCNICAS DE MARKETING