Plan de marketing para la empresa Gimpromed Cía. Ltda.

Abstract

The present study sought to analyze the factors most valued by the market of the company Gimpromed Cía. Ltda., with the purpose of proposing a marketing plan to achieve various objectives that include profitability, cost savings, growth, improvement of market share, risk containment, reputation, etc. The research was developed by applying a deductive method adopting a mixed approach. For the exploratory phase, the population identified was the staff of Directors of the company Gimpromed Cía. Ltda. and market experts, a total of 5 people. The descriptive phase, the application of the survey was carried out according to the segmentation of the sample oriented to 138 clients. The results of the interview showed the need for the company to develop a marketing plan, considering the current reality of the market. Regarding the survey, it was possible to identify the tastes, needs and expectations of the clients with respect to the commercialization of medical supplies. The proposal of a marketing plan for the company Gimpromed Cía. Ltda., emerged considering that marketing planning can play a role in transforming the combination of internal capabilities of the organization to seek environmental intelligence and use the information obtained from it to respond effectively to market dynamics, for which which established an implementation schedule between the months of May to September of the year 2022 and the budget related to the strategies, which reaches a value of $39.139,40.