Plan de marketing estratégico para incentivar el consumo de los servicios ofertados por la academia uniartes, ubicada en el sector de Mucho Lote de la ciudad de Guayaquil en el año 2016
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Fecha
2016-02-15
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Universidad de Guayaquil. Facultad de Comunicación Social. Carrera de Publicidad y Mercadotecnia.
Resumen
El presente proyecto se centra en generar una propuesta efectiva mediante un plan de marketing para la Academia UNIARTES que se encuentra ubicada en el sector norte de la ciudad de Guayaquil en la ciudadela Mucho Lote, que ofrece servicios de formación deportiva. Ésta idea surge a partir de un procedimiento de observación empírico en el lugar, donde se pudo percibir que sus servicios no cuentan con la suficiente demanda a pesar de la inversión realizada por sus directivos. Se trabajó en el Marco teórico con temas de interés y específicamente relacionados a estrategias, comportamientos del consumidor y del mercado, que son bases para detectar el problema y posteriormente dar una solución al mismo. Previo a la obtención de datos se definió el tipo de investigación y herramientas a usarse como por ejemplo por el espacio a realizarse y acorde a la situación se empleó una investigación bibliográfica y de campo con encuestas como herramientas de apoyo, de manera general se trabajó con una investigación cuanticualitativa que permitió determinar que el problema surge a partir de un manejo incorrecto de comunicación por parte de la Academia hacia su grupo objetivo. Se propuso generar canales de comunicación permanentes al menos por los próximos seis meses mediante redes sociales, revistas y flayers y adicional como generar promociones de precio para los clientes, de esta manera se podría mantener a los practicantes actuales y ganar nuevos.
This project focuses on creating an effective proposal by a marketing plan for UNIARTES Academy is located in the northern sector of the city of Guayaquil in Mucho Lote, which offers sports training. This idea arises from an empirical observation procedure in place, where we could perceive that their services do not have sufficient demand despite the investment made by their managers. We worked on the theoretical framework with specific topics of interest and related strategies, consumer behavior and market, which are bases to detect the problem and then provide a solution to it. Before to obtaining data on the type of research and tools are defined to be used as such for the space to be made and according to the situation a literature and field survey investigation as support tools, generally was used worked with one quanti-qualitative investigation allowed to determine that the problem arises from improper handling of communication from the Academy to your target group. It was proposed to generate permanent channels of communication for at least the next six months by social networks, magazines and flayers and price promotions to attract customers, so we could keep the current practitioners and win new ones.
This project focuses on creating an effective proposal by a marketing plan for UNIARTES Academy is located in the northern sector of the city of Guayaquil in Mucho Lote, which offers sports training. This idea arises from an empirical observation procedure in place, where we could perceive that their services do not have sufficient demand despite the investment made by their managers. We worked on the theoretical framework with specific topics of interest and related strategies, consumer behavior and market, which are bases to detect the problem and then provide a solution to it. Before to obtaining data on the type of research and tools are defined to be used as such for the space to be made and according to the situation a literature and field survey investigation as support tools, generally was used worked with one quanti-qualitative investigation allowed to determine that the problem arises from improper handling of communication from the Academy to your target group. It was proposed to generate permanent channels of communication for at least the next six months by social networks, magazines and flayers and price promotions to attract customers, so we could keep the current practitioners and win new ones.
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PLAN DE MARKETING, ESTRATEGIA, ACADEMIA, DEPORTES, PROMOCIONES