Plan de marketing para la empresa ' Solo Babys ', ubicada en Atuntaqui, provincia de Imbabura
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Date
2023
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Publisher
PUCE - Ibarra
Abstract
La presente investigación tuvo como objetivo principal diseñar un plan de marketing para la empresa “Solo Babys”, ubicada en el cantón Antonio Ante, provincia de Imbabura, para incrementar la oferta y la demanda, desde el análisis las ventas y rentabilidad de la empresa, durante los últimos dos años, identificando la existencia de cinco organizaciones en calidad de competencia, teniendo la empresa “solo babys” un alto nivel de posicionamiento en el mercado comercial local. Este estudio se realizó desde el enfoque mixto, constituido por el los enfoques cualitativo y cuantitativo, la investigación fue de campo y se obtuvo la información mediante las técnicas, con la aplicación de los métodos de investigación inductivo- deductivo y analítico-sintético, mediante y estructuración de información y datos relevantes de la situación de la empresa “Solo Babys”, siendo un estudio con un eje transversal, debido al proceso de recolección y análisis de datos. Alcanzando como resultado, la propuesta de plan de marketing compuesta por veinticinco técnicas distribuidas en cuatro etapas de manera organizada en las que se analizó en la primera etapa las ventas y rentabilidad, en la segunda etapa las estrategias de marketing con respecto a la segmentación y mercado objetivo, en la tercera etapa el marketing 7P y finalmente, en la cuarta etapa se propuso el presupuesto anual para la aplicación del plan de marketing. Concluyendo en que, el plan de marketing genera un ROI es del 31, 5%, siendo rentable, puesto que por cada dólar que se invierta en la aplicación de estrategias y acciones descritas en el plan la empresa obtendrá el 66,15% de ganancia, volviendo a la empresa más competitiva.
The main objective of this research was to design a marketing plan for the company Solo Babys, located in the Antonio Ante canton, Imbabura province, to increase supply and demand, from the analysis of sales and profitability of the company. , during the last two years, identifying the existence of five organizations as competitors, with the company solo babys having a high level of positioning in the local commercial market. This study was carried out from the mixed approach, armed by the qualitative and quantitative approaches, the research was field and the information was obtained through the techniques, with the application of the inductive-deductive and analytical-synthetic research methods, through and structuring of information and relevant data on the situation of the company Solo Babys, being a study with a transversal axis, due to the process of data collection and analysis. Reaching as a result, the marketing plan proposal composed of twenty-five techniques distributed in four stages in an organized manner in which sales and profitability were analyzed in the first stage, in the second stage marketing strategies with respect to segmentation and market. objective, in the third stage the 7P marketing and finally, in the fourth stage the annual budget for the application of the marketing plan will be determined. Concluding that the marketing plan generates an ROI of 31.5%, being profitable, since for every dollar invested in the application of strategies and actions described in the plan, the company obtains 66.15% profit, making the company more competitive.
The main objective of this research was to design a marketing plan for the company Solo Babys, located in the Antonio Ante canton, Imbabura province, to increase supply and demand, from the analysis of sales and profitability of the company. , during the last two years, identifying the existence of five organizations as competitors, with the company solo babys having a high level of positioning in the local commercial market. This study was carried out from the mixed approach, armed by the qualitative and quantitative approaches, the research was field and the information was obtained through the techniques, with the application of the inductive-deductive and analytical-synthetic research methods, through and structuring of information and relevant data on the situation of the company Solo Babys, being a study with a transversal axis, due to the process of data collection and analysis. Reaching as a result, the marketing plan proposal composed of twenty-five techniques distributed in four stages in an organized manner in which sales and profitability were analyzed in the first stage, in the second stage marketing strategies with respect to segmentation and market. objective, in the third stage the 7P marketing and finally, in the fourth stage the annual budget for the application of the marketing plan will be determined. Concluding that the marketing plan generates an ROI of 31.5%, being profitable, since for every dollar invested in the application of strategies and actions described in the plan, the company obtains 66.15% profit, making the company more competitive.
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Keywords
Plan, Marketing, Estrategias, Posicionamiento