Plan de marketing para el almacén “el regalo” de la ciudad de Quevedo, año 2015

The project was carried out with the aim of presenting a proposal for a marketing plan to Almacén El Regalo city of Quevedo, directed to changing market positioning and rebranding. With the market study it was possible to know the real situation of the company, in relation to competition and preference or customer needs. It should be noted that the market in Quevedo is very competitive by its geographic location, because it is a strategic area where it can be accessed quickly from various cities and provinces. The results of the FODA analysis Almacén El Regalo is favorable, because among the strengths highlighted its location and regular clients; opportunities can be very well used by the advantage of having own imports; while threats are the same market in any commercial sectors, such as direct and indirect competition. One important thing to note from surveys is that 30% goes to store insists Almacén El Regalo for care provided, 75% mentioned that the service is generally excellent, 88% would recommend to family and friends; but that same 42% indicates to improve the advice they give to clients. This is something that attracts attention, so investigated about the a little more and be able to understand this information because it provides advice to clients, the owner of the business and another; why 45% think it should train staff to improve care. There is a renewal of the corporate image, which is modern and reflects a commitment to constant innovation, bearing in mind the preferences of the market, to position the brand in the minds of customers. Keywords: marketing, marketing plan, market research and textile store.

• 1. Verfasser: Melgarejo Chalén, Vanessa Yesenia (author)
• Format: bachelorThesis
• Sprache: spa
• Veröffentlicht: 2016
• Schlagworte: Marketing; Plan de marketing; Investigación de mercado; Almacén de textil
• Online Zugang: http://repositorio.uteq.edu.ec/handle/43000/5186