Diseños de Estrategias para el posicionamiento de la microempresa Stefy estética y bienestar en el mercado de la estética y belleza del cantón La Libertad.
No hay miniatura disponible
Fecha
2019
Título de la revista
ISSN de la revista
Título del volumen
Editor
Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El sector en el que se desempeñan los centros estéticos ha logrado un constante crecimiento,
proporcionando servicios orientados al cuidado de la belleza e imagen personal, la reñida
competencia obliga a los competidores a mejorar día a día para estar a la vanguardia del
negocio, por tal razón se presentan estrategias para lograr posicionamiento en el mercado del
Cantón La Libertad, provincia de Santa Elena, negocio que tiene como misión principal la de
proveer un servicio especializado a los clientes con una atención personalizada. El mercado se
presenta con grandes expectativas para el negocio, puesto que existe un alto movimiento en lo
que se refiere a los servicios que se prestan, cada semana se desarrollan eventos sociales y los
clientes buscan donde arreglarse para tales presentaciones, logrando satisfacer sus necesidades
en donde reciban un servicio de calidad con personal capacitado, esto es lo que ofrece Stefy
Estética y Bienestar diferenciándose de sus competidores por los productos que utiliza en el
proceso y el profesionalismo de las colaboradoras. La investigación de mercado permite
establecer el atractivo del negocio por la dinámica del sector y la capacidad de acople. Los
resultados obtenidos demuestran la aceptación de la propuesta de implementar estrategias de
posicionamiento ya que los objetivos de la empresa se pueden cumplir en términos reales, de
esta manera se podrá conseguir el posicionamiento esperado, captando un mayor número de
clientes mejorando la rentabilidad de Stefy Estética y Bienestar
The sector in which the aesthetic centers work has achieved a constant growth, providing services oriented to the care of beauty and personal image, the fierce competition forces competitors to improve day by day to be at the forefront of the business, for such This is why a Marketing Plan is presented to achieve positioning in the La Libertad Canton market, province of Santa Elena, a business whose main mission is to provide a specialized service to customers with personalized attention. The market is presented with great expectations for the business, since there is a high movement in terms of the services provided, social events are developed every week and customers look for where to get ready for such presentations, managing to meet their needs in Where they receive a quality service with trained personnel, this is what Stefy Estética y Bienestar offers, differentiating itself from its competitors by the products it uses in the process and the professionalism of the collaborators. Market research allows to establish the attractiveness of the business due to the dynamics of the sector and the capacity of coupling. The results obtained demonstrate the acceptance of the proposal to implement the Marketing Plan since the objectives of the company can be met in real terms, in this way the expected positioning can be achieved, capturing a greater number of customers improving Stefy's profitability Aesthetics and Wellness.
The sector in which the aesthetic centers work has achieved a constant growth, providing services oriented to the care of beauty and personal image, the fierce competition forces competitors to improve day by day to be at the forefront of the business, for such This is why a Marketing Plan is presented to achieve positioning in the La Libertad Canton market, province of Santa Elena, a business whose main mission is to provide a specialized service to customers with personalized attention. The market is presented with great expectations for the business, since there is a high movement in terms of the services provided, social events are developed every week and customers look for where to get ready for such presentations, managing to meet their needs in Where they receive a quality service with trained personnel, this is what Stefy Estética y Bienestar offers, differentiating itself from its competitors by the products it uses in the process and the professionalism of the collaborators. Market research allows to establish the attractiveness of the business due to the dynamics of the sector and the capacity of coupling. The results obtained demonstrate the acceptance of the proposal to implement the Marketing Plan since the objectives of the company can be met in real terms, in this way the expected positioning can be achieved, capturing a greater number of customers improving Stefy's profitability Aesthetics and Wellness.
Descripción
Palabras clave
DISEÑO, ESTRATEGIAS, POSICIONAMIENTO, HERRAMIENTA