Plan de marketing para la empresa Cortinas MVC de Guayaquil.

Abstract

The company Cortinas MVC from Guayaquil began the operations in May 2013. Created by Ing. Lily Villacres with the purpose of satisfying the needs of decoration in homes and offices, inside and outside the city, with the new tendencies in curtains and their derivatives. The increase in the real estate market and the experience acquired by a family business of curtains, motivate Ing. Villacrés to undertake in this business. Currently, Cortinas MVC faces a problem based specifically on the stagnation of sales from the year 2016. The appearance of new competitors and the limited use of strategies to promote their products, has not allowed the company to attract new customers. To improve the situation of the company, a market study and the elaboration of a strategic marketing plan aimed at promoting the services and products of the Cortinas MVC company have been proposed. To achieve the proposed objectives, the company's microenvironment and macroenvironment. An exploratory and descriptive research was carried out through surveys of potential clients and expert interviews. Based on the information obtained and analyzed, a marketing plan was elaborated, here strategies of the marketing mix are established that Cortinas MVC will apply to attract new customers, improve their sales volume and position the brand in the local market. As a last point, a financial analysis was carried out, where the economic feasibility of the study was demonstrated.