Análisis situacional de la marca Socks Gye para el diseño de estrategias de Marketing que aseguren el funcionamiento óptimo y adecuado del negocio.
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Fecha
2022
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Universidad de Guayaquil: Facultad de Comunicación Social
Resumen
El presente trabajo de investigación tiene como finalidad diseñar estrategias de marketing en
beneficio del emprendimiento Socks Gye, en base a un análisis situacional que se realiza por medio
de una herramienta cualitativa como la entrevista, realizada al dueño del emprendimiento y a los
encargados de la tienda aliada a la marca, Tails, con locales ubicados en las ciudades de Guayaquil y
Milagro respectivamente; así mismo, se utiliza otra herramienta cuantitativa como la encuesta,
dirigida a una muestra de 384 personas que representa a clientes y clientes potenciales. Esto da
como resultado el conocimiento de algunas falencias en el funcionamiento de la empresa, y
también ciertos datos sobre las preferencias del público objetivo. De acuerdo a esta información, se
determinaron tres propuestas que se centran en el control interno del marketing, los canales de
distribución físicos y las promociones en medios digitales, para lograr un manejo óptimo y adecuado
del negocio.
The purpose of this research work is to design marketing strategies for the benefit of the Socks Gye entrepreneurship, based on a situational analysis that is carried out through a qualitative tool, such as the interview. The same one that was made to the owner of the enterprise and to those in charge of the store allied to the brand, Tails, with premises located in the cities of Guayaquil and Milagro respectively. Likewise, another quantitative tool is used, such as the survey, which was directed to a sample of 384 people representing clients and potential clients. This results in the knowledge of some deficiencies in the operation of the company, and certain data on the preferences of the target audience. According to this information, three proposals were determined that focus on the internal control of marketing, physical distribution channels and promotions in digital media, to achieve optimal and adequate management of the business.
The purpose of this research work is to design marketing strategies for the benefit of the Socks Gye entrepreneurship, based on a situational analysis that is carried out through a qualitative tool, such as the interview. The same one that was made to the owner of the enterprise and to those in charge of the store allied to the brand, Tails, with premises located in the cities of Guayaquil and Milagro respectively. Likewise, another quantitative tool is used, such as the survey, which was directed to a sample of 384 people representing clients and potential clients. This results in the knowledge of some deficiencies in the operation of the company, and certain data on the preferences of the target audience. According to this information, three proposals were determined that focus on the internal control of marketing, physical distribution channels and promotions in digital media, to achieve optimal and adequate management of the business.
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MARKETING, ANÁLISIS SITUACIONAL, EMPRENDIMIENTO, ESTRATEGIAS
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