Plan Estratégico de Marketing para la empresa Royalty Barber Shop de la ciudad de Loja.

For the development of this research work called Strategic Marketing Plan for the company Royalty Barber Shop in the city of Loja. The descriptive, deductive and inductive methods were used to perform the analysis of the PEST factors and Porter's 5 forces in order to perform the external analysis of the barbershop; in the internal analysis a study of each of the variables of the marketing mix was carried out, which focus on the product, price, place and promotion through the application of different research techniques such as: the interview with the manager and the survey applied to customers. The results obtained from the different analyses of the barbershop's business environment made it possible to define the company's strengths, opportunities, weaknesses and threats in order to prepare the EFE matrix with a total weighting of 2. 93 which means that the barbershop is at a higher level because it is responding to the opportunities and threats of the external environment; on the other hand, the EFI matrix gave a total weighting of 3.34 which was interpreted as a strong internal position because there were more strengths than weaknesses, determining the strategies in the High Impact Matrix, resulting in a great advantage over the competition. It was concluded that, at the end of the external and internal diagnosis of the company, it was possible to evaluate that the barbershop is in a favorable environment for the provision of its services, therefore, it was determined the need to develop this marketing plan, which will help to meet its proposed objectives. The estimated budget to implement the strategic marketing plan for the Royalty Barber Shop is $1,315.00 dollars.

• Hovedforfatter: Luzuriaga Larreategui, Orlando Patricio (author)
• Format: bachelorThesis
• Sprog: spa
• Udgivet: 2023
• Fag: <ADMINISTRACIÓN DE EMPRESAS>; <MARKETING>; <PLAN ESTRATEGICO>; <LOJA>
• Online adgang: https://dspace.unl.edu.ec/jspui/handle/123456789/26043