Marketing plan for the commercial reactivation of panificadora
DOI:
https://doi.org/10.47230/unesum-ciencias.v7.n2.2023.76-83Keywords:
Marketing plan, sales, social networksAbstract
The present research work was carried out in the bakery and pastry shop Jennifer because in recent years there has been a decrease in sales, therefore, they have had a lower profit margin, which causes them not to have enough income to make investments that allow them to make a counterparty. However, there is a premise of opportunity, such as the increase in bread consumption and commerce in social networks. To carry out the research, the mixed approach, descriptive and field type, survey and interview techniques were used, which allowed to collect information pertinent to the project, with the aim of establishing strategies for the marketing plan. According to the results of the survey carried out, the target audience is people 25 to 40 years old, because they have a purchasing power, likewise, the quality of the products is a main factor when choosing where to buy breads and cakes.
Downloads
References
Alcázar Ponce, J. P. (Enero de 2021). Mentinno Innovation & Lifetime Value Partners. Obtenido de Ecuador Estado Digital Enero/2021: https://www.formaciongerencial.com/estadodigitalecuador/
Barros, C. (21 de Mayo de 2021). El universo. Obtenido de Un pan más pequeño, alternativa de panificadores para no impactar tanto a sus clientes: https://www.eluniverso.com/noticias/economia/un-pan-mas-pequeno-alternativa-de-panificadores-para-no-impactar-tanto-a-sus-clientes-nota/
Ferrell, O., & Hartline, M. (2018). Estrategia de marketing (Sexta ed.). México: Cengage Learning,Inc. Obtenido de https://www.academia.edu/43101553/LIBRO_estrategia_de_marketing_6ed_Ferrel_and_2018_
Jimènez, E. G., & Iturralde, R. A. (Agosto de 2017). La importancia de la elaboraciòn del plan de marketing en las empresas de servicios. Observatorio de la Economìa Latinoamericana, 1-9. Recuperado el Enero de 2021, de Observatorio de la Economìa Latinoamericana: http://www.eumed.net/cursecon/ecolat/ec/2017/marketing-empresas-ecuador.html
Matías Batalla, D. (2018). Marketing para las organizaciones del siglo XXI. España: Formación Alcalá.
Noblecilla, M. S., & Grabados, M. A. (2018). El marketing y su aplicación en diferentes áreas del conocimiento (Primera ed.). Machala: UTMACH. Obtenido de http://repositorio.utmachala.edu.ec/bitstream/48000/12484/1/ElMarketing-Y-SuAplicacionEnDiferentesAreas.pdf
Real Academia de Ingeniería. (2002). Recuperado el 2021, de http://diccionario.raing.es/es/lema/logotipo
Seggiaro, M. (27 de Agosto de 2018). Branding: Creando la identidad visual de nuestra marca. Obtenido de Branding, productos: https://www.marcelaseggiaro.com/branding-identidad-visual-de-nuestra-marca/
