Plan de marketing y su incidencia en el mejoramiento de los niveles de ventas del "Cincuentazo Génesis"
| dc.contributor.advisor | Terranova Borja, Galo Fernando | |
| dc.contributor.author | Galarza Montero, Geomar Maribel | |
| dc.date.accessioned | 2023-10-26T21:14:33Z | |
| dc.date.available | 2023-10-26T21:14:33Z | |
| dc.date.issued | 2023 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/14825 | |
| dc.description | The present investigative work was developed in the microenterprise "Cincuentazo Genesis" which is dedicated to the commercialization of products and necessities in homes, schools, kitchens, etc. It was observed that the company has a low sales margin, caused by the lack of a marketing plan and that has affected the business and that due to lack of resources to pay rent and stock up on products and be able to market, in addition to the fact that the company does not implement any type of marketing strategy that allows it to compete in the market. The objective of the investigation was oriented in knowing the optimal marketing plan to improve the sales levels of the Fifty-something "Genesis" and thus boost its sales. The methods that were used in the development of the investigation were bibliographic, the techniques that were used were the interview and the survey which helped to obtain information regarding the situational state of the microenterprise, and information regarding the needs of the clients. Consequently, a strategic digital marketing plan is recommended for the improvement of the sales levels of "Cincuentazo Génesis", which will consist of strategies based on the product, price, advertising-promotion and distribution, where the resources will be detailed. necessary to use, the indicators of each strategy to comply with the established. | es_ES |
| dc.description | The present investigative work was developed in the microenterprise "Cincuentazo Genesis" which is dedicated to the commercialization of products and necessities in homes, schools, kitchens, etc. It was observed that the company has a low sales margin, caused by the lack of a marketing plan and that has affected the business and that due to lack of resources to pay rent and stock up on products and be able to market, in addition to the fact that the company does not implement any type of marketing strategy that allows it to compete in the market. The objective of the investigation was oriented in knowing the optimal marketing plan to improve the sales levels of the Fifty-something "Genesis" and thus boost its sales. The methods that were used in the development of the investigation were bibliographic, the techniques that were used were the interview and the survey which helped to obtain information regarding the situational state of the microenterprise, and information regarding the needs of the clients. Consequently, a strategic digital marketing plan is recommended for the improvement of the sales levels of "Cincuentazo Génesis", which will consist of strategies based on the product, price, advertising-promotion and distribution, where the resources will be detailed. necessary to use, the indicators of each strategy to comply with the established. | es_ES |
| dc.description.abstract | El presente trabajo investigativo se desarrolló en la microempresa el “Cincuentazo Genesis” cual se dedica a la comercialización de productos y artículos de necesidad en hogares, escolares, cocina, etc. Se pudo observar que la empresa presenta un margen de ventas bajo, causado por la falta de un plan de marketing y que ha afectado al negocio por falta de recursos tanto así que hasta para pagar alquiler y abastecerse de productos para poder comercializar, no hay los recursos necesarios además no replica ningún tipo de estrategia de marketing que le permita competir en el mercado. El objetivo de la investigación se orientó en conocer un plan de marketing óptimo para mejorar los niveles de ventas del Cincuentazo “Genesis” y así potenciar sus ventas. Los métodos que se emplearon en el desarrollo de la investigación fueron bibliográficos, las técnicas que se utilizaron fueron la entrevista y la encuesta las cuales ayudaron a obtener información referente al estado situacional de la microempresa, y de información relativa a las necesidades de los clientes. En consecuencia, se recomienda un plan estratégico de marketing digital para el mejoramiento de los niveles de ventas del "Cincuentazo Génesis, el cual va a consistir en estrategias basadas en el producto, precio, publicidad-promoción y distribución, en donde se detallarán los recursos necesarios a utilizar, los indicadores de cada estrategia para cumplir con lo establecido. | es_ES |
| dc.format.extent | 42 p. | es_ES |
| dc.language.iso | es | es_ES |
| dc.publisher | Babahoyo: UTB-FAFI. 2023 | es_ES |
| dc.rights | Atribución-NoComercial-SinDerivadas 3.0 Ecuador | * |
| dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/3.0/ec/ | * |
| dc.subject | Descuento | es_ES |
| dc.subject | Marketing | es_ES |
| dc.subject | Posicionamiento | es_ES |
| dc.subject | Estrategias | es_ES |
| dc.subject | Optima | es_ES |
| dc.subject | Publicidad | es_ES |
| dc.subject | Técnicas | es_ES |
| dc.subject | Recursos | es_ES |
| dc.subject | Distribución | es_ES |
| dc.subject | Competencia | es_ES |
| dc.subject | Niveles de ventas | es_ES |
| dc.subject | Necesidades | es_ES |
| dc.title | Plan de marketing y su incidencia en el mejoramiento de los niveles de ventas del "Cincuentazo Génesis" | es_ES |
| dc.type | bachelorThesis | es_ES |
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Except where otherwise noted, this item's license is described as Atribución-NoComercial-SinDerivadas 3.0 Ecuador