“Plan de Marketing para la discoteca “Nova Club” de la ciudad de Catamayo Provincia de Loja”
The implementation of marketing strategies plays a significant role in organizations regardless of their sector. It is important that each organization has a customized plan. The work consists in making a proposal for a marketing plan for the discotheque “Nova Club”, creating approaches that will bo...
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| Формат: | bachelorThesis |
| Мова: | spa |
| Опубліковано: |
2025
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| Предмети: | |
| Онлайн доступ: | https://dspace.unl.edu.ec/jspui/handle/123456789/31759 |
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Додати тег | Резюме: | The implementation of marketing strategies plays a significant role in organizations regardless of their sector. It is important that each organization has a customized plan. The work consists in making a proposal for a marketing plan for the discotheque “Nova Club”, creating approaches that will boost the affluence and increase of customers in this establishment. It is structured around two specific goals: Analysis of the Environment and Competition: The first stage focuses on evaluating the internal and external framework and competitiveness, in order to identify strengths and opportunities as well as weaknesses and threats. For the evaluation of the internal analysis, an EFI matrix is developed, using selected information from surveys, interviews and direct observation. At the same time, an external analysis is carried out through a PESTEL study, which identifies the impact of political, economic, social, technological and ecological factors. In addition, Porter's 5 Forces are analyzed to obtain a comprehensive view of the discotheque's current situation. The market research phase involves a study with a descriptive qualitative approach, whose objective is to collect information on tastes, preferences and attitudes of customers in the establishment. To achieve this, a sampling based on own criteria is applied, with a sample of 340 people, customers. The third objective focuses on the development of facility experience strategies based on the results of the high impact matrix. These methods were organized to form both micro strategies and macro strategies, which are described in detail in this plan. Resource allocation incorporates the last purpose, which is to establish the overall budget for implementing the recommended strategies. It is estimated that a total investment of $18,714.70 would be required. |
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