ESTUDIO DE MERCADO PARA ELABORAR PLAN DE MARKETING DIGITAL AL ALMACÉN MUJER AL D͍A DEL CANTÓN JIPIJAPA

ESTUDIO DE MERCADO PARA ELABORAR PLAN DE MARKETING DIGITAL

Abstract

The “Mujer al Dͭa†Warehouse is dedicated to the commercialization of clothes with different lines of accessories complementing it with a personalized service. In accordance with the constant changes in fashion and the ever-increasing demands of consumers, the development of a marketing plan has been proposed in order to increase the percentage of sales through the design of marketing strategies. Consequently, a market study was carried out to find out the tastes and preferences of customers and competitors through surveys; Data collection techniques were applied, such as interviewing the owner to find out the current situation of the company. In addition, comparisons of income and expenses of the last months (August, September and October) were made to determine the variations in sales volume. According to statistics on consumer preferences, one of the reasons why the business has lost its market position was due to scarce advertising and insufficient merchandise to supply demand, therefore, a FODA analysis was carried out in which it was determined the strengths, opportunities, weaknesses and threats of the business, a tool that served as a guide for the design of product, promotion, place and price tactics in order to expand market coverage.