Resumen:
The present research project is focused on proposing an applicable marketing plan for the company Izza Sport that will serve as a way to improve its marketplace placement with the sole purpose of applying a marketing plan by means of placement strategies for the IZZA SPORT company produce to be well-known by customers. Furthermore, the methodology applied during the development of this research project is described as qualitative, due to the application of a survey created on a platform known as Google Forms which was used to collect data from the studied population located in La Ecuatoriana neighborhood. Moreover, after carrying out an extensive data analysis process, it was concluded that the necessity of establishing an innovative plan, based on digital marketing strategies is of the utmost importance to establish a proportional company growth. Furthermore, in order to create a successful business, it is recommended to establish a marketing plan capable of satisfying the current product demand in the marketplace, by the same token, it is also recommended to increase business profitability for it to be sustainable through the application of a digitalized customer support, and the creation of a digital blog directed toward increasing its client base who purchase the products offered by the micro - enterprise.
Descripción:
La presente investigación se centra en proponer un plan de marketing aplicable para la empresa Izza Sport para un mayor posicionamiento en el mercado, con el objetivo de aplicar un plan de marketing mediante estrategias de posicionamiento para que los productos de la empresa Izza Sport sean reconocidos por los consumidores. La metodología aplicada en el desarrollo de la investigación es del tipo cuantitativo mediante una encuesta estableci da en Google Forms dirigida a la población objetiva ubicada en el barrio La Ecuatoriana. Con los resultados obtenidos en su aplicación se obtuvo como conclusión principal la necesidad de implementar un plan innovador basado en estrategias de marketing digital permitiendo establecer un crecimiento de la empresa proporcional. Para obtener un negocio exitoso se recomienda establecer un plan de mercado capaz de satisfacer la demanda existente en el mercado, incrementar la rentabilidad del negocio y que este sea sustentable mediante el manejo digitalizado de atención al cliente y la creación de un blog digital incentivando al incremento en la cartera de clientes, demandantes de los productos ofrecidos por la microempresa.
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