Plan de marketing para la introducción de El Lobo en BICI, tienda de ciclismo en Quito.

Abstract

The main objective of this project is the creation of a marketing plan that allows the introduction of El Lobo en Bici, a cycling shop in the city of Quito. In order to fulfill this task, we began by analyzing all the conceptual aspects that encompass this topic, in the same way we researched works related to the shortlist that contributed with valuable information to nourish the project. Within the analysis of the situation and its sub units of micro and macro environment, the variables that affect the current operation of the company and the development of this project were analyzed successfully. Likewise, the aspects related to the situation were studied: its main characteristics, mission, vision, corporate values of the company and its historical sales that allow having an idea from which to mark a starting point and a north for the achievement of goals and objectives . Market research showed data related to the commercial habits of athletes who practice cycling in the city of Quito, after analyzing the information, this helped to create strategies to develop a marketing plan that helps meet the needs of those who practice This activity and perform the correct approach of the organization according to the research data showed. Finally, the financial study and the projections revealed the viability of this project in five years, also satisfying the expectations of its investors.