Propuesta de un Plan de Marketing para incrementar las Ventas en la empresa Korea Motors Lhg Import¨
Fecha
2019
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El mercado automotriz ha tenido gran acogida durante estos últimos años a nivel internacional y por en nacional lo que ha hecho que empiecen a crearse empresas para la comercialización y venta de repuestos de vehículos comerciales. KOREA MOTOR, a pesar de tener poco tiempo en el mercado, ha logrado la aceptación de la sociedad en la ciudad de Guayaquil, a pesar de esto, se presentan problemas constantes como en la mayoría de las pequeñas empresas como lo son la falta de estrategias direccionadas para su crecimiento de una manera sostenida y el objeto de estudio es el sistema de ventas y distribución de repuestos automotrices de Guayaquil y el método a aplicarse en este estudio de caso fue la investigación descriptiva y exploratoria con la cual se pudo determinar las diferentes circunstancias y motivos por los cuales la clientela ha pasado para satisfacer sus necesidades. Se diseñaron estrategias de marketing que harán posible el objetivo principal de la organización el cual es incrementar las ventas, ya que éste es el deseo de toda organización, obtener beneficios de las actividades económicas que realiza
The automotive market has had great reception during these last years at international and national level, which has led to the creation of companies for the commercialization and sale of spare parts for commercial vehicles. KOREA MOTOR, despite having little time in the market, has achieved the acceptance of society in the city of Guayaquil, despite this, there are constant problems as in most small businesses such as the lack of strategies addressed for its growth in a sustained manner and the object of study is the sales and distribution system of automotive parts of Guayaquil and the method to be applied in this case study was the descriptive and exploratory research with which the different circumstances could be determined and reasons why the clientele has passed to meet their needs. Marketing strategies were designed that will make the main objective of the organization possible, which is to increase sales, since this is the desire of every organization, to obtain benefits from the economic activities it carries out.
The automotive market has had great reception during these last years at international and national level, which has led to the creation of companies for the commercialization and sale of spare parts for commercial vehicles. KOREA MOTOR, despite having little time in the market, has achieved the acceptance of society in the city of Guayaquil, despite this, there are constant problems as in most small businesses such as the lack of strategies addressed for its growth in a sustained manner and the object of study is the sales and distribution system of automotive parts of Guayaquil and the method to be applied in this case study was the descriptive and exploratory research with which the different circumstances could be determined and reasons why the clientele has passed to meet their needs. Marketing strategies were designed that will make the main objective of the organization possible, which is to increase sales, since this is the desire of every organization, to obtain benefits from the economic activities it carries out.
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Palabras clave
MARKETING, ESTRATEGIAS, TACTICAS, VENTAS