Plan de marketing para incrementar la rentabilidad de la joyería Flores de la ciudad de Ambato provincia de Tungurahua

Abstract

The present study called "Marketing Plan for Flores jewelry located in Ambato city, Tungurahua province", aims to increase the profitability of the company and the level of customer satisfaction. The research methodology was developed through a qualitative and quantitative approach for a correct analysis of the information, based on a documentary and field research, it was possible to collect data that allowed to carry out the study and propose strategies according to each need. Using data from the National Institute of Statistics and Census and the Economically Active Population of Ambato city, it was possible to obtain the sample for the market research and through the application of a survey which was upload into the SPSS Program, it was possible to verify its degree of reliability, then a survey was applied to current and potential customers of the company. The data obtained was tabulated and graphed, managing to synthesize all the information, among the results, it was possible to know that the company lacks of marketing strategies as it is not taking advantage of the digital era. Likewise, the company does not invest in advertising, therefore sales are not as high as expected. For this reason, different strategies were proposed aimed at improving communication, image change, policy change, customer acquisition, training and merchandising, which will contribute to the development of the company and will allow it to increase its income and improve its profitability. Jewelry Flores is recommended to implement this marketing plan to maximize its profist, improve its level of sales and investment, so that it can achieve higher loyalty and a new segment of potential customers, obtaining an optimal position in the market