Comunicación integral de marketing para la empresa Genelekta S.A en la Ciudad de Guayaquil, año 2019
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2019
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Universidad de Guayaquil Facultad de Ciencias Administrativas
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La presente investigación se basa en diseñar estrategias de comunicación integral de marketing, que permita a la empresa Genelekta S.A incrementar sus ventas, cuya actividad económica es la venta de equipos médicos e insumos en el Ecuador. La problemática radica en que la empresa no tiene un incremento de ventas actualmente en el mercado, donde existe de manera favorable un incremento para el presupuesto del Sistema Nacional de Salud del 0,5% del PIB mayor al año 2018 para el sector público de hospitales y en sector privado la necesidad de brindar los mejores servicios con los equipos médicos e insumos de la más reciente tecnología, esto hace que la empresa pueda tener mayor posibilidad para introducirse en el mercado, por lo que se propone establecer estrategias de comunicación integral de marketing que permitan incrementar sus ventas. Por esta razón, se asiste en un diseño de investigación de carácter no experimental apoyado por la investigación descriptiva y exploratoria basada en metodología cuantitativa, donde se empleó la entrevista al gerente de compra de la empresa y una encuesta de 19 interrogantes a médicos y personal responsable de las compras de los equipos médicos e insumos de hospitales públicos y clínicas privadas, quienes especifican cuales son los medios de comunicación las cómodos para poder establecer una relación comercial en la ciudad de Guayaquil.
The present investigation is based on designing strategies of integral marketing communication, which allows the company Genelekta S.A to increase its sales, whose economic activity is the sale of medical equipment and supplies in Ecuador. The problem is that the company does not currently have an increase in sales in the market, where there is a favorable increase for the budget of the National Health System of 0.5% of GDP greater than 2018 for the public sector of hospitals and in the private sector the need to provide the best services with the latest medical equipment and supplies, this makes the company more likely to enter the market, so it is proposed to establish comprehensive marketing communication strategies that allow you to increase your sales. For this reason, we assist in a non-experimental research design supported by descriptive and exploratory research based on quantitative methodology, where the interview with the company's purchasing manager was used and a survey of 19 questions to doctors and responsible personnel of purchases of medical equipment and supplies from public hospitals and private clinics, who specify which are the means of communication comfortable to establish a business relationship in the city of Guayaquil
The present investigation is based on designing strategies of integral marketing communication, which allows the company Genelekta S.A to increase its sales, whose economic activity is the sale of medical equipment and supplies in Ecuador. The problem is that the company does not currently have an increase in sales in the market, where there is a favorable increase for the budget of the National Health System of 0.5% of GDP greater than 2018 for the public sector of hospitals and in the private sector the need to provide the best services with the latest medical equipment and supplies, this makes the company more likely to enter the market, so it is proposed to establish comprehensive marketing communication strategies that allow you to increase your sales. For this reason, we assist in a non-experimental research design supported by descriptive and exploratory research based on quantitative methodology, where the interview with the company's purchasing manager was used and a survey of 19 questions to doctors and responsible personnel of purchases of medical equipment and supplies from public hospitals and private clinics, who specify which are the means of communication comfortable to establish a business relationship in the city of Guayaquil
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COMUNICACIÓN INTEGRAL DE MARKETING, VENTAS, EQUIPOS MÉDICOS, SALUD