Estrategias de marketing para la empresa megaturismo ecuador megaturec sas del Canton Duran
Fecha
2021
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Editor
Universidad de Guayaquil, Facultad de Ciencias Administrativas
Resumen
El presente trabajo, tuvo como objeto de estudio a la empresa Megaturismo S.A.S. del cantón Duran, los mismos que actualmente pasan por una reducción de ventas debido a los limitantes que ha representado la pandemia de la Covid 19, siendo así, el objetivo de este proyecto fue Proponer estrategias de marketing para el incremento de ventas en la agencia de viajes Megaturismo S.A.S. del Cantón Durán. Para el cumplimiento de este objetivo se llevó a cabo una metodología basada en una investigación de tipo descriptiva, bajo un enfoque mixto, donde se hizo uso de técnicas de recolección de datos como la encuesta que estuvo dirigida a la población del cantón Duran, y de la entrevista que fue realizada al gerente general de la empresa objeto de estudio y a un experto del área de marketing. Entre los principales hallazgos obtenidos se evidencia la carencia de estrategias de marketing en la Agencia de Turismo “Megaturismo SAS”, en la cual las entrevista y encuesta arrojaron lo mismo resultados. Falta de estrategias para que tenga impulso a incrementar sus ventas, como se evidencio en el capítulo anterior se definió para quienes van a dirigidas las estrategias que será el mercado meta encuestado, así como se conoció cual sería el medio publicitario más utilizados en la actualidad por la población objeto de estudio. En la entrevista se evidencio que el gerente ha aplicado estrategia por inercia y adaptándose a la situación actual, sin embargo, muchas de ellas no han sido aplicadas de forma correcta. En el presente capitulo se va a proponer estrategias de marketing considerando la necesidad de los clientes para que la empresa pueda obtener incremento en sus ventas.
The present work had as object of study the company Megaturismo S.A.S. of the Duran canton, the same ones that currently go through a reduction in sales due to the limitations that the Covid 19 pandemic has represented, thus, the objective of this project was to propose marketing strategies for the increase in sales in the agency of Travel Megaturismo SAS of the Duran Canton. To fulfill this objective, a methodology based on descriptive research was carried out, under a mixed approach, where data collection techniques were used, such as the survey that was directed to the population of the Duran canton, and the interview that was conducted with the general manager of the company under study and an expert from the marketing area. Among the main findings obtained, the lack of marketing strategies in the Tourism Agency "Megaturismo SAS" is evident, in which the interview and survey yielded the same results. Lack of strategies so that it has the impulse to increase its sales, as evidenced in the previous chapter, it was defined for those who are going to direct the strategies that will be the target market surveyed, as well as it was known which would be the advertising medium most used today by the population under study. In the interview it was evident that the manager has applied strategy by inertia and adapting to the current situation, however, many of them have not been applied correctly. In this chapter, marketing strategies will be proposed considering the needs of customers so that the company can obtain an increase in its sales.
The present work had as object of study the company Megaturismo S.A.S. of the Duran canton, the same ones that currently go through a reduction in sales due to the limitations that the Covid 19 pandemic has represented, thus, the objective of this project was to propose marketing strategies for the increase in sales in the agency of Travel Megaturismo SAS of the Duran Canton. To fulfill this objective, a methodology based on descriptive research was carried out, under a mixed approach, where data collection techniques were used, such as the survey that was directed to the population of the Duran canton, and the interview that was conducted with the general manager of the company under study and an expert from the marketing area. Among the main findings obtained, the lack of marketing strategies in the Tourism Agency "Megaturismo SAS" is evident, in which the interview and survey yielded the same results. Lack of strategies so that it has the impulse to increase its sales, as evidenced in the previous chapter, it was defined for those who are going to direct the strategies that will be the target market surveyed, as well as it was known which would be the advertising medium most used today by the population under study. In the interview it was evident that the manager has applied strategy by inertia and adapting to the current situation, however, many of them have not been applied correctly. In this chapter, marketing strategies will be proposed considering the needs of customers so that the company can obtain an increase in its sales.
Descripción
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Palabras clave
ESTRATEGIAS, MARKETING, MEGATURISMO, DURAN, AGENCIA DE VIAJES
Citación
APA