Plan de marketing para el posicionamiento de carcasas personalizadas con tecnología lenticular de la empresa arte WG en la provincia de Pichincha.

Abstract

Due to the changing needs of the humans, organizations are forced to continuously improve, that is why this research has to develop a marketing plan to contribute to the positioning of personalized casings with lenticular technology from the company Arte WG in the Pichincha province, Arte WG is a new company that launched an innovative product on the market in December 2020 and which in turn faced the problem that usually affects entrepreneurs in our country, which is not having an established plan for marketing, for this an internal and external analysis was carried out to identify each of this strengths, opportunities, weaknesses and threats. In its development, a mixed approach was carried out, analyzing the data in a quantitative and qualitative way, descriptive research was used since its purpose is to detail the characteristics that consumers should have, and exploratory research that allows analyzing a problem and propose a solution. To determine the type of strategies to be implemented in the marketing plan, a survey was carried out, which allowed knowing the positioning that the product had in the community, the data obtained in said investigation were used to design marketing strategies that allowed the company to increase its sales, publicize the existence of personalized carcasses in the market, satisfy the wishes of the most demanding customers, and even sold carcasses wholesale with merchants from Los Tsáchilas province and also with merchants of carcasses in the south of Quito.