Browsing by Author "Urcuango Gualotuña, Carmen Mishell"

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    “Plan de Marketing para San Juan Supermarket & Panadería”.
    (Ecuador: Latacunga: Universidad Técnica de Cotopaxi: (UTC), 2024-08) Guachamin Yugcha, Carla Lisbeth; Urcuango Gualotuña, Carmen Mishell; Esquivel Valverde, Angel Francisco
    The marketing plan is a fundamental tool for commercial businesses, it includes market analysis and serves as a guide to coordinate and execute marketing activities. Based on these fundamentals, the general objective of this research project is to design a marketing plan for San Juan Supermarket & Bakery. To achieve this, a quantitative approach has been taken, allowing the application of a survey directed to 325 people, each of the dimensions of the 4 P's of marketing was evaluated through a Likert scale, resorted to a descriptive research that will allow a future forecast, taking into account the deductive method to analyze and conduct a thorough review of the problems, having a solid foundation as the bibliographic design to understand the context, the use of cross matrix generating strategies through the cross SWOT. One of the main weaknesses was the lack of interaction in social networks. This shortage has caused many customers are not informed about special offers and discounts offered. concluding that this project, has highlighted the diversity and complexity, providing a solid basis for strategic decision making, in order to implement parking, activity in social networks, psychological pricing, staff training, membership card among others.