Plan de marketing para el incremento de ventas del asadero “POLLOS DEL PEKE”, cantón Guaranda, provincia Bolívar, periodo 2023-2027
The grill "Pollos del Peke", located in Guaranda, faces challenges in the current competitive market. Given the need to drive sales and solidify its presence in the city, there was an urgent requirement to devise a Marketing Plan. The study's primary objective is to create a Marketing...
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| Үндсэн зохиолч: | |
|---|---|
| Бусад зохиолчид: | |
| Формат: | bachelorThesis |
| Хэл сонгох: | spa |
| Хэвлэсэн: |
2024
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| Нөхцлүүд: | |
| Онлайн хандалт: | https://dspace.ueb.edu.ec/handle/123456789/6823 |
| Шошгууд: |
Шошго нэмэх
Шошго байхгүй, Энэхүү баримтыг шошголох эхний хүн болох!
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Шошго нэмэх | _version_ | 1838713971525287936 |
|---|---|
| author | López Gavilánez, Jhonattan Benjamín |
| author2 | Mena Pazmiño, Diego Andres |
| author2_role | author |
| author_facet | López Gavilánez, Jhonattan Benjamín Mena Pazmiño, Diego Andres |
| author_role | author |
| collection | Repositorio Universidad Estatal de Bolivar |
| dc.contributor.none.fl_str_mv | Fierro Barragán, Sergio Enrique |
| dc.creator.none.fl_str_mv | López Gavilánez, Jhonattan Benjamín Mena Pazmiño, Diego Andres |
| dc.date.none.fl_str_mv | 2024-02-26T19:33:24Z 2024-02-26T19:33:24Z 2024-02-26 |
| dc.format.none.fl_str_mv | application/pdf |
| dc.identifier.none.fl_str_mv | https://dspace.ueb.edu.ec/handle/123456789/6823 |
| dc.language.none.fl_str_mv | spa |
| dc.publisher.none.fl_str_mv | Universidad Estatal de Bolívar. Facultad de Ciencias Administrativas Gestión Empresarial e Informática. Carrera Administración de Empresas |
| dc.relation.none.fl_str_mv | FCCA.AD;88 |
| dc.rights.none.fl_str_mv | info:eu-repo/semantics/openAccess |
| dc.source.none.fl_str_mv | reponame:Repositorio Universidad Estatal de Bolivar instname:Universidad Estatal de Bolivar instacron:UEB |
| dc.subject.none.fl_str_mv | ESTRATEGIA MARKETING POSICIONAMIENTO VENTAS |
| dc.title.none.fl_str_mv | Plan de marketing para el incremento de ventas del asadero “POLLOS DEL PEKE”, cantón Guaranda, provincia Bolívar, periodo 2023-2027 |
| dc.type.none.fl_str_mv | info:eu-repo/semantics/publishedVersion info:eu-repo/semantics/bachelorThesis |
| description | The grill "Pollos del Peke", located in Guaranda, faces challenges in the current competitive market. Given the need to drive sales and solidify its presence in the city, there was an urgent requirement to devise a Marketing Plan. The study's primary objective is to create a Marketing Plan for the 2023-2027 period to foster increased sales at the "Pollos del Peke" grill. Specifically, the study aims to analyze the current situation, identify positioning, and suggest marketing strategies tailored to their needs. Through a mixed research approach, both qualitative and quantitative methodologies were integrated. Field research was conducted at the grill, followed by a descriptive analysis based on quantitative data collected from surveys of 379 individuals from Guaranda, and qualitative data derived from interviews. The data unveiled key trends and patterns associated with sales, customer satisfaction, and perceptions of the grill. Opportunity areas were identified concerning the product, customer service, and marketing strategies. Customer insights spotlighted areas for enhancement and clear preferences in terms of product and service. The grill "Pollos del Peke" holds significant potential in the Guaranda market. With the deployment of apt marketing strategies grounded on the study's discoveries, the grill can notably ameliorate its positioning and sales. Focusing on customer feedback and adjusting the operations and marketing strategies accordingly is essential to guarantee long-term success |
| eu_rights_str_mv | openAccess |
| format | bachelorThesis |
| id | UEB_20f603b9dd94e8f08ff70a1b55872358 |
| instacron_str | UEB |
| institution | UEB |
| instname_str | Universidad Estatal de Bolivar |
| language | spa |
| network_acronym_str | UEB |
| network_name_str | Repositorio Universidad Estatal de Bolivar |
| oai_identifier_str | oai:dspace.ueb.edu.ec:123456789/6823 |
| publishDate | 2024 |
| publisher.none.fl_str_mv | Universidad Estatal de Bolívar. Facultad de Ciencias Administrativas Gestión Empresarial e Informática. Carrera Administración de Empresas |
| reponame_str | Repositorio Universidad Estatal de Bolivar |
| repository.mail.fl_str_mv | . |
| repository.name.fl_str_mv | Repositorio Universidad Estatal de Bolivar - Universidad Estatal de Bolivar |
| repository_id_str | 1735 |
| spelling | Plan de marketing para el incremento de ventas del asadero “POLLOS DEL PEKE”, cantón Guaranda, provincia Bolívar, periodo 2023-2027López Gavilánez, Jhonattan BenjamínMena Pazmiño, Diego AndresESTRATEGIAMARKETINGPOSICIONAMIENTOVENTASThe grill "Pollos del Peke", located in Guaranda, faces challenges in the current competitive market. Given the need to drive sales and solidify its presence in the city, there was an urgent requirement to devise a Marketing Plan. The study's primary objective is to create a Marketing Plan for the 2023-2027 period to foster increased sales at the "Pollos del Peke" grill. Specifically, the study aims to analyze the current situation, identify positioning, and suggest marketing strategies tailored to their needs. Through a mixed research approach, both qualitative and quantitative methodologies were integrated. Field research was conducted at the grill, followed by a descriptive analysis based on quantitative data collected from surveys of 379 individuals from Guaranda, and qualitative data derived from interviews. The data unveiled key trends and patterns associated with sales, customer satisfaction, and perceptions of the grill. Opportunity areas were identified concerning the product, customer service, and marketing strategies. Customer insights spotlighted areas for enhancement and clear preferences in terms of product and service. The grill "Pollos del Peke" holds significant potential in the Guaranda market. With the deployment of apt marketing strategies grounded on the study's discoveries, the grill can notably ameliorate its positioning and sales. Focusing on customer feedback and adjusting the operations and marketing strategies accordingly is essential to guarantee long-term successEl asadero "Pollos del Peke", ubicado en Guaranda, enfrenta desafíos en el mercado competitivo actual. Ante la necesidad de impulsar las ventas y solidificar su presencia en la ciudad, se vio la imperante necesidad de elaborar un Plan de Marketing. El estudio tiene como objetivo principal elaborar un Plan de Marketing para el periodo 2023-2027, que propicie el incremento de las ventas en el asadero "Pollos del Peke". De manera específica, se busca analizar la situación actual, identificar el posicionamiento y proponer estrategias de marketing acordes a sus necesidades. A través de una investigación mixta, se combinaron enfoques cualitativos y cuantitativos. Se llevó a cabo una investigación de campo en el asadero y un análisis descriptivo basado en datos cuantitativos, recopilados a través de encuestas a una muestra de 379 personas de Guaranda, y datos cualitativos obtenidos mediante entrevistas. Los datos revelaron tendencias y patrones clave relacionados con las ventas, la satisfacción del cliente y la percepción del asadero. Se identificaron áreas de oportunidad en términos de producto, servicio al cliente y estrategias de marketing. Las percepciones de los clientes reflejaron áreas de mejora y preferencias claras en términos de producto y servicio. El asadero "Pollos del Peke" tiene un potencial considerable en el mercado de Guaranda. Con la implementación de estrategias de marketing adecuadas basadas en los hallazgos del estudio, el asadero puede mejorar significativamente su posicionamiento y ventas. Es esencial centrarse en la retroalimentación del cliente y adaptar las operaciones y estrategias de marketing en consecuencia para garantizar el éxito a largo plazo.Universidad Estatal de Bolívar. Facultad de Ciencias Administrativas Gestión Empresarial e Informática. Carrera Administración de EmpresasFierro Barragán, Sergio Enrique2024-02-26T19:33:24Z2024-02-26T19:33:24Z2024-02-26info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/bachelorThesisapplication/pdfhttps://dspace.ueb.edu.ec/handle/123456789/6823spaFCCA.AD;88info:eu-repo/semantics/openAccessreponame:Repositorio Universidad Estatal de Bolivarinstname:Universidad Estatal de Bolivarinstacron:UEB2024-02-26T14:33:25Zoai:dspace.ueb.edu.ec:123456789/6823Institucionalhttps://dspace.ueb.edu.ec/Universidad públicahttps://www.ueb.edu.ec/https://dspace.ueb.edu.ec/oai.Ecuador...opendoar:17352025-07-26T11:56:35.583196Repositorio Universidad Estatal de Bolivar - Universidad Estatal de Bolivartrue |
| spellingShingle | Plan de marketing para el incremento de ventas del asadero “POLLOS DEL PEKE”, cantón Guaranda, provincia Bolívar, periodo 2023-2027 López Gavilánez, Jhonattan Benjamín ESTRATEGIA MARKETING POSICIONAMIENTO VENTAS |
| status_str | publishedVersion |
| title | Plan de marketing para el incremento de ventas del asadero “POLLOS DEL PEKE”, cantón Guaranda, provincia Bolívar, periodo 2023-2027 |
| title_full | Plan de marketing para el incremento de ventas del asadero “POLLOS DEL PEKE”, cantón Guaranda, provincia Bolívar, periodo 2023-2027 |
| title_fullStr | Plan de marketing para el incremento de ventas del asadero “POLLOS DEL PEKE”, cantón Guaranda, provincia Bolívar, periodo 2023-2027 |
| title_full_unstemmed | Plan de marketing para el incremento de ventas del asadero “POLLOS DEL PEKE”, cantón Guaranda, provincia Bolívar, periodo 2023-2027 |
| title_short | Plan de marketing para el incremento de ventas del asadero “POLLOS DEL PEKE”, cantón Guaranda, provincia Bolívar, periodo 2023-2027 |
| title_sort | Plan de marketing para el incremento de ventas del asadero “POLLOS DEL PEKE”, cantón Guaranda, provincia Bolívar, periodo 2023-2027 |
| topic | ESTRATEGIA MARKETING POSICIONAMIENTO VENTAS |
| url | https://dspace.ueb.edu.ec/handle/123456789/6823 |