Estrategias de marketing para incrementar las ventas de la marca RugGear
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Fecha
2019
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El presente estudio tiene como objetivo definir estrategias de marketing que sirvan para incrementar las ventas de la empresa RugGear debido a que la misma no ha cumplido con la meta de ventas asignada desde que opera en el país.
Se realizó una investigación descriptiva donde se revisó las características y la situación actual de la empresa, así como también se analizó los indicadores de las redes sociales en el país que están relacionados con las estrategias que se proponen en este estudio para determinar su factibilidad al ser implementadas.
El enfoque que se utiliza en esta investigación es un enfoque mixto cualitativo y cuantitativo; como herramienta de investigación se utilizó encuestas dirigidas a los clientes de la marca, y se realizó una entrevista al gerente de la empresa RugGear para conocer las posibles causas de las bajas ventas que presentan y mitigarlas mediante nuestra propuesta. Basados en los resultados del presente estudio, se definieron las estrategias de marketing necesarias a ser implementadas en la empresa, con una posibilidad de incremento de ventas de hasta el 30% con nuestra propuesta.
The purpose of this study is to define marketing strategies that serve to increase the sales of the RugGear company because it has not met the sales target assigned since it operates in the country. A descriptive investigation was carried out where the characteristics and the current situation of the company were reviewed, as well as the indicators of the social networks in the country that are related to the strategies proposed in this study to determine its feasibility when implemented. The approach used in this research is a mixed qualitative and quantitative approach; As a research tool, surveys aimed at customers of the brand were used, and an interview with the manager of the RugGear company was conducted to learn about the possible causes of the low sales they present and mitigate them through our proposal. Based on the results of the present study, the marketing strategies necessary to be implemented in the company were defined, with a possibility of increasing sales of up to 30% with our proposal.
The purpose of this study is to define marketing strategies that serve to increase the sales of the RugGear company because it has not met the sales target assigned since it operates in the country. A descriptive investigation was carried out where the characteristics and the current situation of the company were reviewed, as well as the indicators of the social networks in the country that are related to the strategies proposed in this study to determine its feasibility when implemented. The approach used in this research is a mixed qualitative and quantitative approach; As a research tool, surveys aimed at customers of the brand were used, and an interview with the manager of the RugGear company was conducted to learn about the possible causes of the low sales they present and mitigate them through our proposal. Based on the results of the present study, the marketing strategies necessary to be implemented in the company were defined, with a possibility of increasing sales of up to 30% with our proposal.
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Palabras clave
MARKETING, VENTAS, MARCA, ESTRATEGIA