Deserrollo de un plan de marketing para la empresa Megaquin S.A. en la Ciudad de Guayaquil
No hay miniatura disponible
Archivos
Fecha
2013
Título de la revista
ISSN de la revista
Título del volumen
Editor
Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
La tesis muestra el procedimiento de un plan de marketing para la empresa MEGAQUIN S.A. especializada en el alquiler y operación técnica de equipos audiovisuales, con el propósito de aumentar su participación de mercado. La metodología en el desarrollo de este proyecto de tesis se basa en usar fuentes primarias y fuentes secundarias. Se realizaron, por lo tanto, una serie de entrevistas con miembros de la compañía, además, se sustentó con información sustraída de páginas Web. Por medio de las entrevistas que nos otorgaron especialistas en el tema, se pudo descubrir, que es importante responder al cliente rápidamente en este tipo de industria, así como escuchar sus nuevas propuestas, esto resultar a beneficio del desarrollo de productos nuevos rentables. Es estratégico realizar un plan de marketing para MEGAQUIN, ya que le permitirá expandirse en Guayaquil, de una forma diferencial a sus competidores, otorgándole una imagen reconocida a la empresa, con el presente estudio, se puede aumentar el nivel de conocimiento que tiene la empresa dando como resultado un repunte en las ventas, incrementar el porcentaje de participación de mercado, la propuesta es mejorar el mix de la empresa, brindarle un servicio integral generando diferenciación con respecto a la competencia.
This thesis shows the process of a marketing plan for the company MEGAQUIN S.A., specialized in renting and technical operation of audiovisual equipment, in order to increase its market share. The methodology in developing this thesis is based on using primary and secondary sources. There were made, by the way, several interviews with members of the company, also it was supported with information taken from Web sites. Through interviews that specialists in the matter gave us, we discovered, that in this kind of industry it’s important to give a quickly answer and listen to new proposals from the customer, in order to benefit the development of profitable new products. It is strategic to make a marketing plan for MEGAQUIN, as it allows them to expand in Guayaquil, in a different way from their competitors, giving brand recognition for the company. With this investigation we can increase the level of knowledge of the company resulting in a sales upturn, increase in the percentage of market share, the proposal is to improve the mix of the company, and provide an integral service generating differentiation from the competition.
This thesis shows the process of a marketing plan for the company MEGAQUIN S.A., specialized in renting and technical operation of audiovisual equipment, in order to increase its market share. The methodology in developing this thesis is based on using primary and secondary sources. There were made, by the way, several interviews with members of the company, also it was supported with information taken from Web sites. Through interviews that specialists in the matter gave us, we discovered, that in this kind of industry it’s important to give a quickly answer and listen to new proposals from the customer, in order to benefit the development of profitable new products. It is strategic to make a marketing plan for MEGAQUIN, as it allows them to expand in Guayaquil, in a different way from their competitors, giving brand recognition for the company. With this investigation we can increase the level of knowledge of the company resulting in a sales upturn, increase in the percentage of market share, the proposal is to improve the mix of the company, and provide an integral service generating differentiation from the competition.
Descripción
Palabras clave
PLAN DE MARKETING, VENTAJA COMPETITIVA, MARKETING MIX