Gestión de marketing para incrementar las ventas en la empresa sugar cakes del cantón Quevedo, provincia de Los Ríos. año 2015

The research project is done in order to evaluate the management of marketing and its impact on company sales Canton Sugar Cakes Quevedo, province of Los Rios. 2015, to achieve this objective, a field study was implemented in the company to analyze the preferences of demand in the pastry market Canton, through market research, just as participation presenting the company determine market in the pastry sector. Among other things studied the current situation of the company in the pastry market was established, to do the swot analysis was used in order to know the current situation, both internal and external business. To proceed with the development of the research was used to the types of field research, by implementing surveys, the same as were applied to 382 inhabitants of the canton Quevedo, in the same way the interview technique was used to the owner manager business, in order to answer the questions and specific objectives of this research work. The study results were analyzed considering the research methods, including: deductive, inductive, annalistic and statisticians, the same that allowed interpret and investigate the information and data obtained through market research, which led to the conclusion and establish respective recommendations. According to the results of the investigation, it was determined that 41% of respondents, when buying baked goods, considered most important product quality. As for the people who buy in Sugar Cakes they qualify excellent care and service offering, just as qualified as very good baked goods that produces and markets the company. It was concluded that the company Sugar Cakes, has a low market share in the pastry Quevedo Canton, surveys reflect 8% share. This agrees and is related to what was stated by the owner manager of the company, who revealed that for now are not implementing strategic plans to improve the business, just as he said that currently employed promotions are not being to capture the attention of consumers and advertising media are used to position the business for that reason it is recommended to implement marketing strategies such as designing a marketing plan, which will allow the company to position products and businesses in the market sector and areas nearby. Keywords: marketing management, sales, market research, positioning, marketing strategies, promotion and advertising.

• Hovedforfatter: Moreira Bravo, Carmen Verónica (author)
• Format: bachelorThesis
• Sprog: spa
• Udgivet: 2016
• Fag: Gestión de marketing; Ventas; Estudio de mercado; Estrategias de marketing
• Online adgang: http://repositorio.uteq.edu.ec/handle/43000/5188