Diseño de un plan de marketing para la comercializadora de ropa Stilos JG en la Ciudad de Guayaquil, año 2020
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Fecha
2019
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El plan de marketing nos conlleva a mejorar la competitividad dentro de cada elemento que conforma la empresa, desde el área de ventas hasta las finanzas debido a que crea una estructura enfocada en la satisfacción de los objetivos de la organización. Su objetivo principal es el crecimiento de ventas del negocio, el conocimiento de la empresa y mi sector de mercado dirigido. El primer capítulo describe el tema, la justificación, la delimitación. Dentro del desarrollo del segundo capítulo se centrará en las bases fundamentales del proyecto de investigación, correspondiente al marco teórico, explorando la planificación estratégica, importancia de un plan de marketing, el enfoque de la metodología como parte del tercer capítulo demuestra el tipo de investigación mixto, cualitativo y cuantitativo, mediante el método inductivo deductivo se obtienen de resultados más claros, que se evidencia en las entrevistas y encuestas realizadas; dentro del cuarto capítulo se enmarcara la propuesta que garantizara los objetivos del negocio en el tiempo planteado evaluando todas las variables para la obtención de los resultados que evaluados prevén una mejora positiva a los objetivos de la organización y lo que da lugar a concluir la necesidad de un plan de marketing dentro de la organización por las mejoras previstas.
The marketing plan leads us to improve competitiveness within each element that makes up the company, from the area of sales to finance because it creates a structure focused on the satisfaction of the objectives of the organization. Its main objective is the sales growth of the business, the knowledge of the company and my targeted market sector. The first chapter describes the subject, the justification, the delimitation. Within the development of the second chapter will focus on the fundamental bases of the research project, corresponding to the theoretical framework, exploring the strategic planning, importance of a marketing plan, the methodology approach as part of the third chapter demonstrates the type of mixed research , qualitative and quantitative, through the deductive inductive meth od are obtained from clearer results, which is evidenced in the interviews and surveys carried out; Within the fourth chapter, the proposal will be framed that will guarantee the objectives of the business in the proposed time, evaluating all the variables to obtain the results that have been evaluated, provide for a positive improvement to the objectives of the organization and which leads to the conclusion of the need for a marketing plan within the organization for the planned improvements.
The marketing plan leads us to improve competitiveness within each element that makes up the company, from the area of sales to finance because it creates a structure focused on the satisfaction of the objectives of the organization. Its main objective is the sales growth of the business, the knowledge of the company and my targeted market sector. The first chapter describes the subject, the justification, the delimitation. Within the development of the second chapter will focus on the fundamental bases of the research project, corresponding to the theoretical framework, exploring the strategic planning, importance of a marketing plan, the methodology approach as part of the third chapter demonstrates the type of mixed research , qualitative and quantitative, through the deductive inductive meth od are obtained from clearer results, which is evidenced in the interviews and surveys carried out; Within the fourth chapter, the proposal will be framed that will guarantee the objectives of the business in the proposed time, evaluating all the variables to obtain the results that have been evaluated, provide for a positive improvement to the objectives of the organization and which leads to the conclusion of the need for a marketing plan within the organization for the planned improvements.
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CRECIMIENTO, VENTAS, PLANEACION, MARKENTIG