Diseño de un plan de marketing para el posicionamiento de la marca de farmacia su ahorro en la Ciudad de Guayaquil
Fecha
2020
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Universidad de Guayaquil Facultad de Ciencias Administración
Resumen
En la actualidad existen muchas microempresas en el país y surgen ideas de negocio que pueden
prosperar y mantenerse en el mercado, otros posiblemente no lo hagan; sin embargo, deben
desarrollar estrategias adecuadas para mantener su estructura y la gestión eficiente del negocio.
En el caso de la industria farmacéutica, se ha desarrollado mucho durante los últimos años y por
lo tanto la competencia entre los actores del mercado se incrementa también para lograr acaparar
la mayor cantidad de clientes y cumplir con los objetivos establecidos por la gerencia.
La Farmacia Su Ahorro se puede considerar relativamente nueva en el mercado farmacéutico, ya
que inició actividades hace aproximadamente 3 años, ha logrado captar la atención de una parte
del mercado; sin embargo no es lo que realmente se esperaba y las ventas no superan las
expectativas planteadas, por lo tanto el objetivo principal de este trabajo es desarrollar estrategias
y un plan eficiente de marketing para mejorar la imagen del negocio y posicionarse en la mente
del consumidor, además de lograr expandir el mercado.
At present there are many microenterprises in the country and business ideas arise that can thrive and remain in the market, others may not; However, they must develop appropriate strategies to maintain their structure and efficient business management. In the case of the pharmaceutical industry, it has developed a lot during the last years and there for the competition among the market players is also increased to achieve the highest number of customers and meet the objectives established by management. The Pharmacy Your Savings can be considered relatively new in the pharmaceutical market, since it started activities approximately 3 years ago, it has managed to capture the attention of a part of the market; however, it is not what was really expected and sales do not exceed the expectations raised, there for the main objective of this work is to develop strategies and an efficient marketing plan to improve the image of the business and position itself in the mind of the consumer, In addition to expanding the market.
At present there are many microenterprises in the country and business ideas arise that can thrive and remain in the market, others may not; However, they must develop appropriate strategies to maintain their structure and efficient business management. In the case of the pharmaceutical industry, it has developed a lot during the last years and there for the competition among the market players is also increased to achieve the highest number of customers and meet the objectives established by management. The Pharmacy Your Savings can be considered relatively new in the pharmaceutical market, since it started activities approximately 3 years ago, it has managed to capture the attention of a part of the market; however, it is not what was really expected and sales do not exceed the expectations raised, there for the main objective of this work is to develop strategies and an efficient marketing plan to improve the image of the business and position itself in the mind of the consumer, In addition to expanding the market.
Descripción
Palabras clave
CLIENTES, ESTRATEGIAS, MARKETING, MERCADO