Browsing by Author "Arteaga Rodríguez, Dayana Noheli"

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    Plan de marketing para el posicionamiento de los productos de la microempresa CalzaDeport, del cantón La Maná, año 2024.
    (Ecuador : La Maná Universidad Técnica de Cotopaxi (UTC), 2024-08) Arteaga Rodríguez, Dayana Noheli; Vargas Ramírez, Gianella Betzabé; Medina López, Enry Gutember
    Competition in commercial companies is continuously increasing, this situation demands a greater capacity for adaptation, in response the present research was developed with the objective of proposing a marketing plan to improve the positioning of the products of the microenterprise CALZADEPORT, from the canton La Maná, year 2024, it was important because said establishment is going through difficulties to reach a prominent place among its potential public. To this end, the study was carried out with a mixed approach that allowed collecting and manipulating information using inherent techniques framed as qualitative and quantitative. During the investigative development, descriptive, applied, bibliographic and field research were applied, which were extremely useful for the fulfillment of the objectives. The process of collecting primary data involved the selection of techniques such as the survey and the interview, which were inevitably complemented by the questionnaire instrument. The data obtained were tabulated and entered into an Excel 2019 spreadsheet for the generation of frequency tables and statistical bar graphs, which were analyzed and interpreted. The interview questionnaire presented a total of 13 open questions and the survey 10, which were carried out according to the marketing variable and its dimensions: strategic and operational; and the positioning variable: purchasing experience and recommendation intention. The population consisted of the owner of the microenterprise and approximately 320 clients who make their footwear purchases in the commercial establishment. Finally, the results showed that CALZADEPORT has strong points, among which are: the variety and comfort of its footwear, as well as its personalized attention, positively valued by customers; however, it was affected by weaknesses, such as the lack of a formal mission and vision, and empirical management that has limited its growth. The marketing plan was designed based on the internal and external diagnosis that was summarized in the crossed SWOT, the strategies of strategic direction elements were developed, a digital catalog to improve the online presence, the placement of a suggestion box, discounts and promotions, the determination of pricing policies and the updating of the Facebook profile, the required budget amounted to $1,320. The main beneficiaries were the owner, employees and customers.