Diseño de un plan de marketing para incrementar las ventas en la sastrería Collaguazo Fashion

Abstract

The constant evolution of the market leads to the improvement of companies, as an object of study the research focuses on the Collaguazo Fashion tailoring, which presents growth problems, due to factors such as competition, promotion, product improvement. Which leads to the lack of technical management focused on marketing. Given which a marketing plan focused on internal and external spheres is executed, determining the strengths, opportunities, weaknesses and threats that influence the stability of the tailor shop, it is necessary to resort to a type of field research, bibliographic documentary to obtain a point of view centered on the needs, with this, the design of the methodology is carried out, quantitative and qualitative, which induces the application of instruments for data collection, which allow developing strategies that directly influence the problem to be solved in the marketing plan, as a result, the marketing efficiency of the tailoring is obtained, improving aspects such as competitiveness, promotion, target market, organizational structure, product innovation and training of personnel. The marketing plan executed in the tailoring, encompasses common problems in micro-enterprises that seek to make themselves known in a fluctuating market with a type of selective demand for products induced by innovation and directed at quality and process improvement.