Creación de un plan estratégico para captar cuentas publicitarias para inverso s.a. en la Ciudad de Guayaquil
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Fecha
2017
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
La presente investigación denominada “Creación de un plan estratégico para captar cuentas publicitarias para INVERSO S.A., en la ciudad de Guayaquil” se realizó con el fin de identificar las necesidades de la empresa y establecer estrategias que permitan aumentar su participación en el mercado publicitario. Esto se debe a la importancia que el manejo de la publicidad ha generado a través de los años para empresas de todos los sectores, los cuales han considerado que su presencia en las redes o por medio de la publicidad tradicional es vital para su posicionamiento en el mercado. Mediante la investigación de campo, focalizada a las PYMES de la ciudad de Guayaquil, se detectó la necesidad de aumentar la presencia de las marcas empresariales de los clientes, como una oportunidad para las entidades dedicadas a ofertar servicios especializados en publicidad; ya que, al tener un contrato con una empresa no solo se estima la realización de una venta de servicios sino la de una cuenta publicitaria que generará rentabilidad a largo plazo. Es por esto que, se proponen estrategias que permitan captar la atención de nuevos clientes y la inversión de un incremento en la capacidad productiva de la empresa a fin de satisfacer la demanda generada.
This research, entitled "Creation of a strategic plan to capture advertising accounts for INVERSO S.A., in the city of Guayaquil" was carried out in order to identify the needs of the company and establish strategies to increase its participation in the advertising market. This is due to the importance that advertising management has generated over the years for companies from all sectors, who have considered that their presence on the networks or through traditional advertising is vital for their positioning in the market. Through the field research focused on SMEs in the city of Guayaquil, the need to increase the presence of the clients' business brands was detected, as an opportunity for the entities dedicated to offer specialized services in advertising; Since having a contract with a company is not only estimated to be a sale of services but an advertising account that will generate long-term profitability. That is why, strategies are proposed that allow to capture the attention of new customers and the investment of an increase in the productive capacity of the company in order to satisfy the demand generated.
This research, entitled "Creation of a strategic plan to capture advertising accounts for INVERSO S.A., in the city of Guayaquil" was carried out in order to identify the needs of the company and establish strategies to increase its participation in the advertising market. This is due to the importance that advertising management has generated over the years for companies from all sectors, who have considered that their presence on the networks or through traditional advertising is vital for their positioning in the market. Through the field research focused on SMEs in the city of Guayaquil, the need to increase the presence of the clients' business brands was detected, as an opportunity for the entities dedicated to offer specialized services in advertising; Since having a contract with a company is not only estimated to be a sale of services but an advertising account that will generate long-term profitability. That is why, strategies are proposed that allow to capture the attention of new customers and the investment of an increase in the productive capacity of the company in order to satisfy the demand generated.
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CUENTAS PUBLICITARIAS, CAPTACIÓN DE CLIENTES, PLANEACIÓN ESTRATÉGICA