Plan de marketing para la empresa Psigma Corp en la ciudad de Guayaquil.

Abstract

The tests or psychometric evaluations are tools used by the human resources department to complement their selection processes, in order to assess and measure aspects of people, including the study of factors such as intelligence, memory, cognitive skills, personality, competencies, and characteristics that encompass the individual in general. The psychometric testing market has grown in terms of the number of companies that commercialize the product, adding the commercialization of the online platform where the psychometric tests can be applied to each one of the evaluated ones, speeding up and transferring the evaluation processes used by the departments from human resources to a technological tool. Psigma Corp, is a human talent evaluation company with more than 20 years in the market and participation in 13 countries worldwide, including its activities in the city of Guayaquil in Ecuador, with representatives of the franchise in each of the countries in which they operate. The market or target group for the brand are the managers, heads or managers of the human management department of the companies, organizations and institutions of the city of Guayaquil, who have the need to automate their evaluation processes and reduce the operation of their department. The company is positioned in the market as "Leader in human talent evaluation"; so there is a need for the brand to maintain its position through promotional activities that allow the opening to the acquisition of its products by the customers, and communication strategy that helps the visibility of the brand in the market. Marketing strategies and activities will provide the necessary profitability for Psigma Corp to maintain its annual sales flow and begin to encompass the market, thanks to its presence, visibility and brand noise that will allow the increase of new customers and sales budget.