Plan de marketing estratégico para la empresa Disventas cia. Ltda. Dedicada a la compra y venta de cárnicos, embutidos y productos varios, en la ciudad de Cuenca periodo septiembre 2021- febrero 2022

The objective of this market research work is to develop a "Strategic marketing plan for the company" Disventas cia. Ltda." Dedicated to the purchase and sale of meat, sausages and various products, in the city of Cuenca for the period September 2021- February 2022”, with the purpose of increasing its sales and positioning itself, both locally and nationally, creating customer loyalty. ; Two specific objectives were set for its development. The first is to develop an internal and external diagnosis to determine strengths, weaknesses, opportunities and threats, for this, appropriate strategies are proposed, detected in the IFE matrix that mentions internal factors, resulting in a weighted value of 2.95, this means say that the strengths outweigh the weaknesses of the company under study. Also, the EFE matrix was used referring to external factors with a weighted value of 2.97, this factor being favorable for the company. To meet the second objective, a market study based on the analytical method was carried out, analyzing the current situation of the company, getting to know the preferences, tastes and digital marketing channels of customers. The survey was carried out on a sample of 359 clients, which was obtained through the sampling formula to a population of 3,482 clients, this database derived from the company's accounting, from such a base only a significant part of the total number of clients, this being confidential information; To obtain said data, a survey was carried out, the same one that was sent by Google Forms form, both to Disventas clients and workers, who were analyzed and interpreted with the Excel program. Finally, it was possible to propose a solid strategy proposal through digital SEO and SEM tools, times and costs, the development of inbound marketing allows positioning in the purchase process through different digital marketing channels, with a final budget of $5,310, 00 dollars a year; Once the investigation is finished, the discussion of the results is proposed, the conclusions and recommendations are presented in order to achieve an optimal development of the proposed objectives.

• מחבר ראשי: Flores Gaona, Rosa María (author)
• פורמט: bachelorThesis
• שפה: spa
• יצא לאור: 2022
• נושאים: <ADMINISTRACON DE EMPRESAS>; <MARKETING ESTRATEGICO>; <EMBUTIDOS>; <CARNICOS>
• גישה מקוונת: https://dspace.unl.edu.ec/jspui/handle/123456789/25414