Diseño de un plan estratégico de marketing para una empresa comercializadora de repuestos para vehículos de la ciudad de Guayaquil
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Fecha
2018
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El presente trabajo de investigación es un plan de marketing para una empresa
comercializadora de repuestos para vehículos en la ciudad de Guayaquil, la
empresa tiene 5 años de existir en el mercado y en sus metas esta diseñar un plan
de marketing que le permita incrementar las ventas y así poder proyectar el
crecimiento de la empresa a largo plazo, donde se analizaran variables políticas,
económicas, sociales y tecnológicas.
Además de conocer aspectos importantes a tener en cuenta en el mercado de
repuesto automotriz como, quienes son nuestros competidores, cuales son las
capacidades que tienen los mismos, las influencias de la marca en el consumidor, al
mismo tiempo de conocer a que clientes está dirigido el repuesto automotriz.
Se conocerán los aspectos que se deben considerar parea llevar a cabo de una
manera exitosa el diseño del plan de marketing analizando las estrategias actuales
que utiliza la empresa comercializadora y que de esta manera las estrategias que se
pretenden diseñar sean favorables para el crecimiento de las ventas en la empresa.
This investigation is a plan of marketing for a company that sells parts of cars in the city of Guayaquil. The company have 5 years in the Business and their goals are to develop a plan of marketing that let them rise their sells and to increase the sells of the company in a short and long term where they will study all the changes as politic, economic, social and technologic also they will know important aspect of having a business in the world‟s business of selling parts of cars like who is the competition, what‟s the capacity and influence of the brand on buyers. At the same time to know to witch clients is the product focus to we will know aspect that we will have to take in consideration to make a marketing plan having in mind that the strategy that we planning to use to design are the correct ones to increase the company‟s sell.
This investigation is a plan of marketing for a company that sells parts of cars in the city of Guayaquil. The company have 5 years in the Business and their goals are to develop a plan of marketing that let them rise their sells and to increase the sells of the company in a short and long term where they will study all the changes as politic, economic, social and technologic also they will know important aspect of having a business in the world‟s business of selling parts of cars like who is the competition, what‟s the capacity and influence of the brand on buyers. At the same time to know to witch clients is the product focus to we will know aspect that we will have to take in consideration to make a marketing plan having in mind that the strategy that we planning to use to design are the correct ones to increase the company‟s sell.
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Palabras clave
MARKETING, POSICIONAMIENTO, MARCA, ESTRATEGIA