Tesis - Licenciatura en Mercadotecnia

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Browsing Tesis - Licenciatura en Mercadotecnia by Author "Alarcón Vizuete, Antony Sebastian"

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    “Plan de marketing para los negocios de prendas de vestir asociados a la Cámara de Comercio del Cantón Latacunga”.
    (Ecuador: Latacunga: Universidad Técnica de Cotopaxi: (UTC), 2024-08) Alarcón Vizuete, Antony Sebastian; Guamán Ushco, Joffre Stalyn; Borja Brazales, Yadira Paola
    The objective of this research project is to design a general marketing plan as a proposal for the garment businesses associated with the Chamber of Commerce of the Latacunga Canton. Weak positioning, limited competitiveness, reduction in the level of sales, and inability to adapt to a constantly changing and innovative environment are some of the most evident symptoms. The marketing plan summarizes the strategies for a given period. The research takes a quantitative approach, applying a survey to 382 people, men and women between 18 and 64 years of age, in the urban sector of the city. This survey, based on the Likert scale, assesses the marketing dimensions known as the 4 P's and is complemented by descriptive research to gain a better understanding of the problem. The results of the analysis revealed a lack of promotional strategies, deficiencies in customer service, and a limited presence on social networks. In addition, a situational diagnosis was conducted using the internal and external PESTEL analysis to identify strengths, opportunities, weaknesses, and threats of the garment business. This diagnosis was complemented with the implementation of the MEFI and MEFE matrices to evaluate the elements identified in the SWOT and the IE matrix, which allowed the generation of strategies through a cross-SWOT to propose a series of strategies, including the creation of web pages, profiles on social networks, psychological pricing strategies, staff training, and the design of a digital catalog, among others.