Estrategias de marketing Mix para la Dulcería Marpao, 2020
Fecha
2020
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Universidad de Guayaquil Facultad de Ciencias Administración
Resumen
A lo largo de los años los dulces Manabitas cautivan a los viajeros con su sabor inigualable,
esta Provincia atrae a miles de Turistas con sus sabores ancestrales con recetas únicas en dulces
artesanales. El presente proyecto tiene como objetivo crear Estrategias de Marketing Mix para la
Dulcería Marpao del Cantón Bolivar dirigida por Paola Avellán que desde hace varios años se
dedica a la producción y comercialización de dulces artesanales 100% Manabitas en varias
presentaciones. El objetivo a alcanzar es poder lograr mayor reconocimiento de marca y la apertura
de nuevos mercados.
Se desarrolló una investigación de mercado donde se aplicaron varias técnicas de
investigación como la entrevista, la encuesta y observación, que permitieron obtener datos
relevantes para llevar a cabo esta investigación.
Se realizó una propuesta donde se pueden observar varias estrategias de marketing mix
para poder lograr los objetivos planteados, con el fin de satisfacer las necesidades de los
consumidores e incrementar las ventas de la empresa.
Over the years, Manabitas sweets captivate travelers with their unique flavor, this Province attracts thousands of tourists with their ancestral flavors with unique recipes in handmade sweets. The objective of this project is to create Marketing Mix Strategies for the Marpao Candy Store in Cantón Bolivar, directed by Paola Avellán, which for several years has been dedicated to the production and commercialization of 100% handmade sweets in several presentations. The objective to be achieved is to achieve greater brand recognition and the opening of new markets. A market investigation was developed where several research techniques were applied such as the interview, the survey and observation, which allowed obtaining relevant data to carry out this research. A proposal was made where several marketing mix strategies can be observed in order to achieve the objectives set, in order to meet the needs of consumers and increase sales of the company.
Over the years, Manabitas sweets captivate travelers with their unique flavor, this Province attracts thousands of tourists with their ancestral flavors with unique recipes in handmade sweets. The objective of this project is to create Marketing Mix Strategies for the Marpao Candy Store in Cantón Bolivar, directed by Paola Avellán, which for several years has been dedicated to the production and commercialization of 100% handmade sweets in several presentations. The objective to be achieved is to achieve greater brand recognition and the opening of new markets. A market investigation was developed where several research techniques were applied such as the interview, the survey and observation, which allowed obtaining relevant data to carry out this research. A proposal was made where several marketing mix strategies can be observed in order to achieve the objectives set, in order to meet the needs of consumers and increase sales of the company.
Descripción
Palabras clave
MARKETING MIX, DULCERÍA MARPAO, DULCES ARTESANALES, TRADICIÓN