Plan de Marketing para la empresa Plásticos y Supermercado San José
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Date
2024
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Journal ISSN
Volume Title
Publisher
PUCE - Ibarra
Abstract
La investigación empleó entrevistas y encuestas, siendo las primeras dirigidas al administrador de Plásticos y Supermercados San José y las segundas a los clientes actuales en Ibarra. Los datos recolectados se analizaron con Google Forms. El objetivo principal es diseñar un plan de marketing para la empresa en Ibarra, analizando su situación interna y externa, definiendo objetivos y estrategias, y estableciendo un sistema de control con KPIs y métricas relevantes. La conclusión destaca la necesidad de digitalizar las estrategias de marketing de la empresa, ya que los clientes jóvenes prefieren medios digitales. Los resultados revelan una percepción positiva de la empresa por sus precios y variedad, pero también señalan la falta de digitalización como una oportunidad de mejora. La mayoría de los encuestados, pertenecientes a la generación milenaria, desean una mayor presencia en redes sociales y una plataforma de comercio electrónico. La justificación radica en la necesidad de adaptarse a las tendencias de consumo actuales, con el auge de la digitalización y el uso de redes sociales para la compra y consulta de productos, para mejorar la satisfacción del cliente y atraer a una nueva base de consumidores, fortaleciendo así su posición en el mercado.
The research employed interviews and surveys, with the former directed at the administrator of Plásticos y Supermercados San José and the latter at current customers in Ibarra. The collected data was analyzed using Google Forms. The main objective is to design a marketing plan for the company in Ibarra, analyzing its internal and external situation, defining objectives and strategies, and establishing a control system with relevant KPIs and metrics. The conclusion highlights the need to digitize the company's marketing strategies, as young customers prefer digital media. The results reveal a positive perception of the company for its prices and variety, but also point out the lack of digitization as an opportunity for improvement. Most of the respondents, belonging to the millennial generation, desire a greater presence on social media and an e-commerce platform. The justification lies in the need to adapt to current consumption trends, with the rise of digitization and the use of social networks for the purchase and consultation of products, to improve customer satisfaction and attract a new consumer base, thereby strengthening its position in the market.
The research employed interviews and surveys, with the former directed at the administrator of Plásticos y Supermercados San José and the latter at current customers in Ibarra. The collected data was analyzed using Google Forms. The main objective is to design a marketing plan for the company in Ibarra, analyzing its internal and external situation, defining objectives and strategies, and establishing a control system with relevant KPIs and metrics. The conclusion highlights the need to digitize the company's marketing strategies, as young customers prefer digital media. The results reveal a positive perception of the company for its prices and variety, but also point out the lack of digitization as an opportunity for improvement. Most of the respondents, belonging to the millennial generation, desire a greater presence on social media and an e-commerce platform. The justification lies in the need to adapt to current consumption trends, with the rise of digitization and the use of social networks for the purchase and consultation of products, to improve customer satisfaction and attract a new consumer base, thereby strengthening its position in the market.
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Keywords
Marketing, Estrategia, Publicidad, Plásticos y supermercado san josé