Plan de comercialización para el incremento de ventas en la Mueblería Marina

This work stems from the weakness in the sales turnover rate of certain products at the Marina furniture store, a concern for the owner. The objective of this work is to design a suitable marketing plan to counteract the initial problem. Through the study and use of theoretical principles such as the marketing mix, sales systems and management; the support of tools like the PESTEL analysis, the strategic SWOT, EFE and EFI matrices, the current situation of the company was determined. Additionally, a mixed-approach investigation combined with a descriptive scope was carried out, in which data collection tools such as surveys and interviews were used to obtain information about the tastes and needs of potential customers in the Durán canton and opinions from the manager and head of the business, in order to estimate the capacity and requirements for the application of improvements, and thus achieve attractive strategies that boost inventory turnover. These strategies focus on product diversification, employee training, entry into the digital world, considerable aspects that lead to the design of optimal strategies for the achievement of objectives. Positive conclusions were obtained where, with the support of financial indicators with expected projections, the application of the plan is estimated to be viable. Furthermore, the importance of a marketing plan that improves turnover, strengthens the image of the business where it is applied, and fosters customer loyalty is highlighted.

• Hlavní autor: Matias Arce, Belly María (author)
• Médium: bachelorThesis
• Jazyk: spa
• Vydáno: 2025
• Témata: Planificación estratégica; Marketing; Oferta y demanda; Mueble
• On-line přístup: http://repositorio.ulvr.edu.ec/handle/44000/7806