Plan de marketing integral para mejorar la rentabilidad de la microempresa “Tendencias Peluquería & Spa”, en Riobamba

Abstract

The present research work called integral marketing plan to improve the profitability of the micro-company "Tendencias Peluquería & Spa" in Riobamba was conducted to determine how the adequate application of sales strategies and attraction of clients can guarantee the economic sustainability of a company. For the effect of the research methodology, a bibliographic type of research was used based on a diversity of scientific criteria of authors, in the same way for the collection of data we worked through the application of instruments such as the survey that were applied to customers and interviews directed to the administration of the business. The following results were obtained showing that 42% of the customers knew about the microenterprise through the social network Facebook however, 12% indicated that they came alone in search of a service, and 59% of customers are unaware of the Spa service that the microenterprise offers so 50% said they agree that the microenterprise should improve the form of advertising to improve its position and profitability in the city of Riobamba. Concerning the results of the interviews with management they indicated that the method currently used is only flyers and promotions through the Facebook platform or sometimes nothing is conducted, only waiting for the customer to arrive at the store in search of the service, which is difficult to publicize all the services available. According to the data identified, it was concluded that there was an immediate need to implement a marketing plan based on strategies that would help the microenterprise to position its hairdressing and spa services within a currently competitive market in the city of Riobamba.