Estrategias de marketing para la empresa Servicrédito en la ciudad de Guayaquil.

Abstract

This work focuses on the formulation of a Marketing plan for Servicrédito, a company in the home appliance retail sector located in Guayaquil. The aim of this project is to foster profitable development and positioning of the company in a highly competitive environment. As we explore new strategies, market research emerges as a vital tool. To achieve this, a combination of qualitative and quantitative approaches has been employed to define the profiles, preferences, influences, and attributes that guide consumers' choices of products or establishme nts. In this context, price, payment methods, and the option of free shipping stand out as the primary factors influencing consumers' purchasing decisions. After thoroughly analyzing the research results, we've crafted a marketing plan to enhance our market presence. Competitive and positioning strategies have been designed. Additiona l ly, we've proactively identified our brand's unique strengths, propelling the implementation of an integrated marketing strategy focused on communication to effectively convey this advantage to potential clients. To ensure project feasibility, a financial analysis has been conducted, encompassing sales projections, costs, and expenses. Key financial indicators have shown positive outcomes, thereby endorsing the project's viability.