Plan de marketing para la miroempresa "Servicios Exclusivos" en la ciudad de Guayaquil.

Abstract

This project is based on the elaboration of a Marketing Plan for the microenterprise Servicios Exclusivos in the city of Guayaquil, with the aim of generating a digital communication plan that allows the microenterprise to increase its market share and generate growth in sales for the year 2019. Within the Contextual Framework chapter, definitions of different authors were placed that were of contribution for the elaboration of the project. On the other hand, in the situational analysis, the most relevant data of the microenterprise can be found; it was also determined that the competitive state according to Porter's forces is high, due to the great offer of curtains and blinds service within the city. Through the market research carried out, it was concluded that the determining factors of people to buy curtains and blinds are design, durability and quality; in addition to knowing that social networks are the preferred medium of the market to receive service information, among other relevant data found in market research. In the Marketing Plan, the development of a Website was proposed, where customers can know about the company, its catalog, promotions, and additional information; besides being able to make purchases from there. It also proposes the communication of the microenterprise through social networks such as Instagram, Facebook and Pinterest, through the creation and management of creative content. All this backed by the respective financial analysis, generating the ROI of the project.