Plan de marketing aplicando la estrategia de multicanalidad en la empresa “Porcimark” en el cantón Marcabelí de la Provincia El Oro
Nowadays, companies have increased their sales volume thanks to multichannel marketing strategies, that is why the general objective of this research work is "DESIGNING A MARKETING PLAN APPLYING THE MULTICHANNEL STRATEGY IN THE COMPANY "PORCIMARK" IN THE CANTON MARCABELÍ OF THE PROVIN...
Αποθηκεύτηκε σε:
| Κύριος συγγραφέας: | |
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| Μορφή: | bachelorThesis |
| Γλώσσα: | spa |
| Έκδοση: |
2023
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| Θέματα: | |
| Διαθέσιμο Online: | https://dspace.unl.edu.ec/jspui/handle/123456789/27755 |
| Ετικέτες: |
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Προσθήκη ετικέτας | Περίληψη: | Nowadays, companies have increased their sales volume thanks to multichannel marketing strategies, that is why the general objective of this research work is "DESIGNING A MARKETING PLAN APPLYING THE MULTICHANNEL STRATEGY IN THE COMPANY "PORCIMARK" IN THE CANTON MARCABELÍ OF THE PROVINCE EL ORO", in order to find the main multichannel marketing strategies that help the company to increase customer loyalty and sales. For the application of the methodology, quantitative and qualitative research were used to achieve the objectives, in addition, information gathering techniques such as observation, interview and survey were used, which allowed gathering the necessary information for the development of the multichannel marketing plan. The results included an external PESTEC analysis which helped to determine the company's Threats and Opportunities, a competitive analysis using Porter's 5 Forces, where it was determined through the competitive profile matrix that the leading company in the market is "Topig Norsvin" with a weighted value of 3.61. Consequently, the internal analysis was carried out where market research was developed by applying a survey to 236 customers of the company and to all the internal personnel of the company, an observation sheet was applied and an interview with the manager, which helped to determine the company's Strengths and Weaknesses. The SWOT matrix was prepared, followed by the development of the high impact matrix where strategic objectives for the marketing plan were generated. The marketing plan proposal has four micro strategies, among them the increase in the use of social networks, improvement of the corporate image, development of advertising pieces, and development of digital tools, where the total cost is $3330 with a duration of 6 months. |
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