Estrategias de marketing en la industria química. Caso: Quimelub S.A.
Fecha
2022
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Universidad de Guayaquil: Facultad de Comunicación Social
Resumen
En el siguiente proyecto de investigación se analiza de manera interna y externa la situación actual de la empresa Quimelub S.A. con la finalidad de sugerir una estrategia de marketing que vaya acorde con sus necesidades. Quimelub S.A. es una empresa que tiene veinte años en la industria química de la ciudad de Guayaquil y nunca ha implementado estrategias de marketing que le permita contar con una alta competitividad para mejorar su posición dentro de este mercado. Esta investigación tiene un enfoque cualitativo y cuantitativo que permite utilizar varias herramientas como los son la observación, las entrevistas y las encuestas para obtener información importante de los clientes y trabajadores de Quimelub S.A. Por medio de este proyecto se plantea una estrategia de marketing mix que le permitirá trabajar de una amplia manera varios aspectos internos y externos de la empresa para crear reconocimiento y competitividad dentro del mercado de químicos.
/ In the following research project, the current situation of the company Quimelub S.A. is analyzed internally and externally. in order to suggest a marketing strategy that is consistent with your needs. Quimelub S.A. is a company that has been in the chemical industry in the city of Guayaquil for twenty years and has never implemented marketing strategies that allow it to have high competitiveness to improve its position within this market. This research has a qualitative and quantitative approach that allows the use of various tools such as observation, interviews and surveys to obtain important information from customers and workers of Quimelub S.A. Through this project, a marketing mix strategy is proposed that will allow it to work extensively on various internal and external aspects of the company to create recognition and competitiveness within the chemical market.
/ In the following research project, the current situation of the company Quimelub S.A. is analyzed internally and externally. in order to suggest a marketing strategy that is consistent with your needs. Quimelub S.A. is a company that has been in the chemical industry in the city of Guayaquil for twenty years and has never implemented marketing strategies that allow it to have high competitiveness to improve its position within this market. This research has a qualitative and quantitative approach that allows the use of various tools such as observation, interviews and surveys to obtain important information from customers and workers of Quimelub S.A. Through this project, a marketing mix strategy is proposed that will allow it to work extensively on various internal and external aspects of the company to create recognition and competitiveness within the chemical market.
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Palabras clave
PLAN DE MARKETING, ANÁLISIS FODA, MISIÓN, VISIÓN
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