Plan estratégico de marketing para el mejoramiento de los ingresos de la empresa Unity Stores de almacenes Juan Eljuri Cia. Ltda. de la ciudad de Guayaquil.

Abstract

Promoting a strategic marketing plan for the Unity company premises, located in Los Ceibos and favored with an adequate infrastructure and variety of products, had the intention of building a management tool that encourages and positions sales to offset the investment effort with an adequate return. This meant, in the first instance, to compile pertinent information to verify the situation of the company in terms of its image, the services it provides and the plausible resistances, and then to act on key elements that develop the expected sales; a need that, if not addressed, would cause, in addition to economic losses, the closure of the premises due to the lack of results. The thesis concludes with a proposed plan to be implemented that stimulates a strategic marketing mission, with consequent income in relation to the investment effort made, since it identifies the factors that affect the positioning of the premises and triggers incremental mechanisms on them in order to position the business vision.