Implementación de plan de mercadotecnia para el crecimiento de la Empresa “Plastidurán”.
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Fecha
2005-06-03
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Universidad de Guayaquil. Facultad de Ingeniería Industrial. Carrera de Ingeniería Industrial.
Resumen
Plastiduràn comercializadora de fundas plásticas, artículos desechables y tarjeterìa es una empresa comprometida en brindar la satisfacción a los consumidores de sus productos, para ello proporciona artículos de buena calidad. El recurso humano es lo fundamental de la empresa para mantener relaciones sólidas y rentables con sus clientes.La reducción en sus ventas en un 33% anual durante los tres últimos años motivó plantear alternativa para aumentar el nivel de penetración y posicionamiento en el mercado a razón de 110% en el presente año y hasta el 2009 en un 180%. Luego del análisis de mercado, se observa que los problemas que se presentan con más frecuencia son: bajos niveles de venta; falta de publicidad que incide en la imagen del negocio; precios no competitivos por las ventas directas de los distribuidores; falta de un programa de promociones que incentive a los consumidores y la falta de cobertura que después de la dolarización se vieron reducidas la capacidad económica. Para la solución del problema , se parte de un análisis estadístico de la población. Para ello se toma en consideración las poblaciones de Durán, Milagro, El Triunfo, Yaguachi y Km.26, que proporciona un estimado de 1.391 negocios y 102.306 familias. Esto permite alcanzar con los productos plásticos hasta esos lugares aumentando los volúmenes de venta, generando beneficios para la empresa y sus trabajadores. Para cumplir con la propuesta del crecimiento en el mercado, se propone crear y desarrollar el Plan Estratégico de Mercadotecnia, que nos ayudará a mejorar la rentabilidad. El Plan consta desde las alternativas de solución hasta la ejecución y control del estudio propuesto. Dentro de este proceso se aplicará las estrategias de: Distribución, Promoción, Publicidad, Merchandising, con sus respectivos planes programados. Al terminar el año se espera aumentar las ventas con una utilidad favorable para la Empresa.
Plastiduràn marketer of plastic bags, disposable items and Tarjeteria is committed to provide satisfaction to consumers of their products, this company provides good quality items. The human resource is crucial for the company to maintain strong, profitable relationships with their clientes.La reduction in sales by 33% annually over the past three years to raise motivated alternative to increase the penetration and market positioning to reason 110% this year and through 2009 by 180%. After the market analysis, it is observed that the problems that occur most often are: low sales levels; lack of publicity that affects the image of the business; uncompetitive prices for direct sales distributors; lack of a promotional program that encourages consumers and lack of coverage after dollarization were reduced economic capacity. To solve the problem, you are part of a statistical analysis of the population. This is taken into consideration populations Duran, Miracle, El Triunfo, and Km.26 Yaguachi, which provides an estimated 1,391 businesses and 102,306 families. This allows to reach the plastic products to those locations to increase sales volumes, generating profits for the company and its workers. To comply with the proposed growth in the market, it aims to create and develop the Strategic Marketing Plan that will help us to improve profitability. The Plan consists from alternative solutions to the implementation and control of the proposed study. Within this process strategies apply: Distribution, Promotion, Advertising, Merchandising, with their scheduled plans. At the end of the year is expected to increase sales with a favorable profit for the Company.
Plastiduràn marketer of plastic bags, disposable items and Tarjeteria is committed to provide satisfaction to consumers of their products, this company provides good quality items. The human resource is crucial for the company to maintain strong, profitable relationships with their clientes.La reduction in sales by 33% annually over the past three years to raise motivated alternative to increase the penetration and market positioning to reason 110% this year and through 2009 by 180%. After the market analysis, it is observed that the problems that occur most often are: low sales levels; lack of publicity that affects the image of the business; uncompetitive prices for direct sales distributors; lack of a promotional program that encourages consumers and lack of coverage after dollarization were reduced economic capacity. To solve the problem, you are part of a statistical analysis of the population. This is taken into consideration populations Duran, Miracle, El Triunfo, and Km.26 Yaguachi, which provides an estimated 1,391 businesses and 102,306 families. This allows to reach the plastic products to those locations to increase sales volumes, generating profits for the company and its workers. To comply with the proposed growth in the market, it aims to create and develop the Strategic Marketing Plan that will help us to improve profitability. The Plan consists from alternative solutions to the implementation and control of the proposed study. Within this process strategies apply: Distribution, Promotion, Advertising, Merchandising, with their scheduled plans. At the end of the year is expected to increase sales with a favorable profit for the Company.
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GESTIÓN EMPRESARIAL, PLÁSTICOS, MERCADOTÉCNIA, FUNDAS PLÁSTICAS