Elaboración de un plan de marketing para la empresa EMS TESTING
Authors
Jimenez Baldeon, Ricardo Alexander
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Date
2024
Journal Title
Journal ISSN
Volume Title
Publisher
PUCE - Ibarra
Abstract
El presente trabajo tiene como objetivo elaborar un plan de marketing para la empresa EMS TESTING localizada en Quito -Pichincha. El estudio para EMS TESTING empleó un enfoque metodológico mixto, combinando investigación exploratoria, diagnóstica, descriptiva y documental. Esto permitió un análisis completo de la situación actual de la empresa y la identificación de estrategias potenciales de marketing. Se utilizó una muestra intencional de 163 clientes y personal directivo, empleando encuestas y entrevistas para recolectar datos cualitativos y cuantitativos. Concluyendo que el plan de marketing elaborado se enfoca en expandir su base de clientes y optimizar la eficiencia interna mediante estrategias, como campañas en redes sociales, anuncios pagados y participación en ferias locales, la empresa fortalecerá su presencia tanto en áreas urbanas como rurales, optimizará el contenido web y a campañas de Google Ads para mejorar la visibilidad de la marca, además, se implementará un sistema de gestión documental digital para agilizar operaciones, junto con herramientas de comunicación interna y encuestas de satisfacción para mejorar la experiencia tanto de clientes como de empleados. Con un presupuesto de $73,210.00, EMS TESTING está bien posicionada para alcanzar sus metas estratégicas y asegurar un crecimiento significativo en 2024.
The aim of this study is to develop a marketing plan for EMS TESTING, located in Quito Pichincha. The research employed a mixed methodological approach, combining exploratory, diagnostic, descriptive, and documentary research. This facilitated a comprehensive analysis of the company's current situation and the identification of potential marketing strategies. An intentional sample of 163 clients and managerial staff was utilized, using surveys and interviews to gather qualitative and quantitative data. The concluded marketing plan focuses on expanding its customer base and optimizing internal efficiency through strategies such as social media campaigns, paid advertisements, and participation in local fairs. The company will strengthen its presence in both urban and rural areas, optimize web content, launch Google Ads campaigns to enhance brand visibility, implement a digital document management system to streamline operations, and introduce internal communication tools and satisfaction surveys to enhance the experience for both clients and employees. With a budget of $73,210.00, EMS TESTING is well positioned to achieve its strategic goals and ensure significant growth in 2024.
The aim of this study is to develop a marketing plan for EMS TESTING, located in Quito Pichincha. The research employed a mixed methodological approach, combining exploratory, diagnostic, descriptive, and documentary research. This facilitated a comprehensive analysis of the company's current situation and the identification of potential marketing strategies. An intentional sample of 163 clients and managerial staff was utilized, using surveys and interviews to gather qualitative and quantitative data. The concluded marketing plan focuses on expanding its customer base and optimizing internal efficiency through strategies such as social media campaigns, paid advertisements, and participation in local fairs. The company will strengthen its presence in both urban and rural areas, optimize web content, launch Google Ads campaigns to enhance brand visibility, implement a digital document management system to streamline operations, and introduce internal communication tools and satisfaction surveys to enhance the experience for both clients and employees. With a budget of $73,210.00, EMS TESTING is well positioned to achieve its strategic goals and ensure significant growth in 2024.
Description
Keywords
Plan de marketing, Clientes, Análisis situacional, Acciones