Diseño de un modelo de gestion de comunicación de marketing para la empresa Bitajon S.A. en la Ciudad de Guayaquil
Fecha
2016
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El presente trabajo de Titulación se realizó en Bitajon S.A., una empresa de seguridad activa en la ciudad de Guayaquil desde el año 2001. Se elaboró la propuesta de un Modelo de Gestión de Comunicación de Marketing de la empresa en mención, a través del Marketing Directo e Interactivo, que permita el conocimiento total de los nuevos productos/servicios que posee la empresa. El resultado de la implementación se verá reflejado en el aumento de ventas de dicha compañía.
Además, se adicionó una propuesta para ampliación de líneas de productos/servicios que generará un nuevo segmento de mercado para la compañía Bitajon S.A. Se realizó una investigación de campo, que se apoyó en una metodología cualitativa de la situación actual y la solución al problema detectado; e incluye una entrevista a la Gerente General, Jefe de Ventas y Asistente.
El modelo de gestión de comunicación plantea que la empresa Bitajon S.A. mejorará la comunicación con sus actuales y potenciales clientes, al utilizar las herramientas del Marketing Directo e Interactivo.
La propuesta es beneficiosa para la empresa presentada anteriormente, y se recomienda su aplicación inmediata.
This project was conducted in Bitajon S.A., a company that works in security market, and its active in the city of Guayaquil since 2001. The implementation for a Management Model of Marketing Communication in the company in question is presented in the next project; and for its development was used the tools of Direct and Interactive Marketing, which allows the full knowledge of the new products / services that the company owns. The result of the implementation will be reflected in increased sales of the company. In addition, there is a proposal for an expansion of product lines / services that will generate a new market segment for the company Bitajon S.A. A field research was elaborated, which was supported on a qualitative methodology of the current situation and the solution to the problem identified; and includes an interview with the General Manager, Sales Manager and Assistant. The communication management model suggests that the company Bitajon S.A. will improve its communication with current and potential customers, using the tools of Direct and Interactive Marketing. The proposal is beneficial for the company presented above, and its immediate application is recommended.
This project was conducted in Bitajon S.A., a company that works in security market, and its active in the city of Guayaquil since 2001. The implementation for a Management Model of Marketing Communication in the company in question is presented in the next project; and for its development was used the tools of Direct and Interactive Marketing, which allows the full knowledge of the new products / services that the company owns. The result of the implementation will be reflected in increased sales of the company. In addition, there is a proposal for an expansion of product lines / services that will generate a new market segment for the company Bitajon S.A. A field research was elaborated, which was supported on a qualitative methodology of the current situation and the solution to the problem identified; and includes an interview with the General Manager, Sales Manager and Assistant. The communication management model suggests that the company Bitajon S.A. will improve its communication with current and potential customers, using the tools of Direct and Interactive Marketing. The proposal is beneficial for the company presented above, and its immediate application is recommended.
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Palabras clave
MARKETING, MARKETING DIRECTO, MARKETING INTERACTIVO, EXPLORACION DE NUEVOS MERCADOS