PLAN DE MARKETING PARA INCENTIVAR LA COMPRA DE CALZADO AZALEIA DE LA EMPRESA SHOES & SHOES
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2013-08-13
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Universidad de Guayaquil.- Facultad de Comunicación Social
Resumen
El presente proyecto consiste en elaborar un plan estratégico y de marketing a la empresa Shoes & Shoes Cía. Ltda., empresa que se dedica a la importación y comercialización de calzado Azaleia para el Ecuador.
La empresa Shoes & Shoes, como normalmente se la conoce tiene más de diez años que abrió sus puertas para realizar esta actividad, como muchas de las empresas actuales del mercado ecuatoriano, no cuentan con un plan estratégico que les permita direccionar su empresa de una mejor manera, si bien es cierto que la empresa durante estos años les ha ido bien con la marca que ellos comercializan, pero está demostrado a nivel mundial que las empresas que se direccionan bajo un plan estratégico y táctico triunfan en el mercado y logran ser líderes en donde
se desenvuelven. Además, durante este tiempo, la empresa sólo ha trabajado con sus distribuidores dándoles descuentos y con el consumidor final sólo con publicidad televisiva. El presente proyecto de tesis plantea crear un plan de marketing que le permita a la empresa generar una activación de marca en la mente y un incremento de las compras por parte de las consumidoras, con el fin de que durante el año que se plantea realizar el plan de marketing planteado incremente las ventas la empresa Shoes & Shoes.
El presente proyecto de tesis cuenta con cinco capítulos, el primero analiza cuál es el problema como se planteó en los párrafos anteriores, el segundo capítulo se refiere a todo el marco histórico y teórico en el que se basa la presente tesis, enfocándose a la historia del calzado desde cuando era utilizado para protegerse hasta la actualidad que es un producto utilizado por moda o por vanidad, además se estudia el marketing y como plantear una plan estratégico y de marketing que es en
lo que se centra el presente proyecto.
This project is to develop a strategic plan and the company marketing Shoes & Shoes Co.. Ltd., a company engaged in import and marketing of footwear Azaleia for Ecuador. The company Shoes & Shoes, as it is commonly known has over ten years opened for this activity, as many of the current Ecuadorian market companies, do not have a strategic plan that will allow them to direct your company better so if it is true that during these years the company fared well with the brand that they sell, but it's proven global companies that are addressed under a strategic and tactical plan succeed in the market and have become leaders in where they operate. Also during this time, the company has only worked with dealers giving discounts and the final consumer with television advertising. This thesis project proposes to create a marketing plan that will allow the company to build a brand activation in the mind and increased purchases by the consumers, so that during the year under plans to carry out the proposed marketing plan the company increase sales Shoes & Shoes. This thesis has five chapters, the first analyzes what the problem as discussed in the preceding paragraphs, the second chapter deals with all the historical and theoretical context in which this thesis is based, focusing on the history footwear from when it was used to protect up to now, is a product used for fashion or vanity also studied marketing and how to raise a strategic and marketing plan that is in what is the focus of this project.
This project is to develop a strategic plan and the company marketing Shoes & Shoes Co.. Ltd., a company engaged in import and marketing of footwear Azaleia for Ecuador. The company Shoes & Shoes, as it is commonly known has over ten years opened for this activity, as many of the current Ecuadorian market companies, do not have a strategic plan that will allow them to direct your company better so if it is true that during these years the company fared well with the brand that they sell, but it's proven global companies that are addressed under a strategic and tactical plan succeed in the market and have become leaders in where they operate. Also during this time, the company has only worked with dealers giving discounts and the final consumer with television advertising. This thesis project proposes to create a marketing plan that will allow the company to build a brand activation in the mind and increased purchases by the consumers, so that during the year under plans to carry out the proposed marketing plan the company increase sales Shoes & Shoes. This thesis has five chapters, the first analyzes what the problem as discussed in the preceding paragraphs, the second chapter deals with all the historical and theoretical context in which this thesis is based, focusing on the history footwear from when it was used to protect up to now, is a product used for fashion or vanity also studied marketing and how to raise a strategic and marketing plan that is in what is the focus of this project.
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POSICIONAMIENTO, PLAN DE MARKETING, INVESTIGACIÓN DE MERCADOS, MERCADO META