Estrategia de marketing mix para la empresa “Armony S. A.” en la ciudad de Guayaquil año 2021
Fecha
2021
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Universidad de Guayaquil, Facultad de Ciencias Adminiatrativas
Resumen
El objetivo de esta investigación es diseñar estrategias de marketing mix para el posicionamiento de la empresa de servicios exequiales “ARMONY S.A.”. Año 2021; la problemática de la empresa es la disminución de las ventas, el crecimiento de la demanda y la imagen de la empresa de servicios exequiales “Armony S.A” que tienen las personas creyendo que solo ofrece servicios a clientes corporativos y más aun específicamente a la Policía Nacional, cuando es un servicio abierto a cualquier persona civil sin necesidad de un plan corporativo, la poca publicidad y casi nula interacción de las personas con la empresa en la ciudad de Guayaquil.
La metodología que se aplico es una metodología exploratoria y descriptiva con el fin de recopilar datos directos de la fuente primaria, que ayuden a orientar el camino que debe tomar la propuesta para el logro de los objetivos, para la investigación de mercado se usaron dos herramientas de investigación, encuesta y entrevista, los resultados de la investigación, la mayoría de hombres con edad superior a los 41 años en su mayoría empleados públicos y privados, son los que poseen servicios exequiales, sintiéndose altamente satisfechos, que usan las redes sociales más de 3 horas diarias y prefieren contenidos conceptuales y actitudinales, (conceptos, característica de productos y experiencias de otro clientes); todo esto ayudo a crear la propuesta, estrategias de marketing mix y propuesta de contenidos para redes sociales “Armony para Todos” y “Momento de pensar en ti”; con su respetivo análisis de beneficio costo, siendo positivo el resultados, demostrando que la propuesta es rentable para la empresa.
The objective of this research is to design marketing mix strategies for the positioning of the funeral services company "ARMONY S.A.". Year 2021; The company's problem is the decrease in sales, the growth in demand and the image of the funeral services company "Armony SA" that people have, believing that it only offers services to corporate clients and even more specifically to the National Police When it is a service open to any civil person without the need for a corporate plan, little publicity and almost no interaction of people with the company in the city of Guayaquil. The methodology that was applied is an exploratory and descriptive methodology in order to collect direct data from the primary source, which helps to guide the path that the proposal should take to achieve the objectives, for the market research two tools were used research, survey and interview, the results of the research, the majority of men over the age of 41, mostly public and private employees, are those who have funeral services, feeling highly satisfied, who use social networks more than 3 hours a day and they prefer conceptual and attitudinal content (concepts, product characteristics and experiences of other clients); All this helped to create the proposal, marketing mix strategies and content proposal for social networks "Armony for Everyone" and "Time to think about you"; with its respective cost benefit analysis, the results being positive, showing that the proposal is profitable for the company.
The objective of this research is to design marketing mix strategies for the positioning of the funeral services company "ARMONY S.A.". Year 2021; The company's problem is the decrease in sales, the growth in demand and the image of the funeral services company "Armony SA" that people have, believing that it only offers services to corporate clients and even more specifically to the National Police When it is a service open to any civil person without the need for a corporate plan, little publicity and almost no interaction of people with the company in the city of Guayaquil. The methodology that was applied is an exploratory and descriptive methodology in order to collect direct data from the primary source, which helps to guide the path that the proposal should take to achieve the objectives, for the market research two tools were used research, survey and interview, the results of the research, the majority of men over the age of 41, mostly public and private employees, are those who have funeral services, feeling highly satisfied, who use social networks more than 3 hours a day and they prefer conceptual and attitudinal content (concepts, product characteristics and experiences of other clients); All this helped to create the proposal, marketing mix strategies and content proposal for social networks "Armony for Everyone" and "Time to think about you"; with its respective cost benefit analysis, the results being positive, showing that the proposal is profitable for the company.
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Palabras clave
ESTRATEGIAS, MARKETING MIX, POSICIONAMIENTO