Investigación de mercado para la creación de un plan de marketing para la empresa mas producciones ubicada en la ciudad de Guayaquil, año 2016
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Fecha
2016-03-03
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Universidad de Guayaquil. Facultad de Comunicación Social. Carrera de Publicidad y Mercadotecnia.
Resumen
Dentro del presente trabajo, se encuentra expuesto el despliegue de una investigación de mercado como antecedente para desarrollar un plan de marketing para la empresa MAS Producciones, organización que se encarga de la logística y organización de eventos de diversa índole, que ofrece servicios tales como el control de entrada y salida de grandes masas de personas, iluminación, entre otros. Sin embargo, esta empresa carece de un reforzamiento de su marca, lo que incide en que temporadas no festivas no cuente con la cantidad de contratos suficientes para desarrollar sus actividades, debido a que el nombre de dicha empresa se muestra actualmente débil. Entre los temas tomados en consideración como referencias de fuentes confiables se detallan el plan de marketing, segmentación, y otros. La metodología empleada es la descriptiva, con un enfoque cualitativo, puesto que se busca conocer a profundidad la perspectiva de los clientes de esta empresa respecto al servicio empleando como técnica encuestas y como herramientas el cuestionario. Los datos obtenidos sobre la investigación aplicada, arrojaron una postura de apoyo por parte de los clientes de la empresa de que esta aplique un plan de marketing para el reforzamiento de su marca. Posteriormente en el desarrollo de la propuesta se despliegan las estrategias adecuadas que componen el plan de marketing, desarrollándose un despliegue comunicacional masiva para lograr el reforzamiento del nombre de la empresa MAS Producciones. Por último, se adjuntan tanto las conclusiones, recomendaciones, bibliografías y anexos respectivos del desarrollo del presente trabajo investigativo.
In the present work, the deployment of market as background research is exposed to develop a marketing plan for the company more productions, organization that takes care of the logistics and organisation of events of various kinds, which offers services such as the control of entry and exit of large masses of people, lighting, among others. However, this company does not have a reinforcement of your brand, what affects that not festive seasons does not have the amount of enough contracts to develop its activities, since the name of the company is currently displayed weak. Among the issues taken into consideration as references from reliable sources are detailed plan of marketing, segmentation, and others. The methodology is the descriptive, with a qualitative approach, since it seeks to know depth perspective of this company with respect to the service customers using the questionnaire as technical surveys and tools. The data obtained on applied research, threw a posture of support from clients of the company that it administers a marketing plan for the strengthening of their brand. Later in the development of the proposal appropriate strategies that make up the marketing plan, developing a massive Communications deployment to achieve the strengthening of the company more productions name are displayed. Finally, conclusions, recommendations, bibliographies and respective annexes to the development of this research work are both attached.
In the present work, the deployment of market as background research is exposed to develop a marketing plan for the company more productions, organization that takes care of the logistics and organisation of events of various kinds, which offers services such as the control of entry and exit of large masses of people, lighting, among others. However, this company does not have a reinforcement of your brand, what affects that not festive seasons does not have the amount of enough contracts to develop its activities, since the name of the company is currently displayed weak. Among the issues taken into consideration as references from reliable sources are detailed plan of marketing, segmentation, and others. The methodology is the descriptive, with a qualitative approach, since it seeks to know depth perspective of this company with respect to the service customers using the questionnaire as technical surveys and tools. The data obtained on applied research, threw a posture of support from clients of the company that it administers a marketing plan for the strengthening of their brand. Later in the development of the proposal appropriate strategies that make up the marketing plan, developing a massive Communications deployment to achieve the strengthening of the company more productions name are displayed. Finally, conclusions, recommendations, bibliographies and respective annexes to the development of this research work are both attached.
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PLAN DE MARKETING, TIPOS DE CONSUMIDORES, SEGMENTACION, ESTRATEGIAS