Plan de marketing para la Empresa B. Braun Medical, en Ecuador.

Abstract

For some years now, there has been a growing concern about the quality of life of physically or intellectually disabled people worldwide. For this reason, both international organizations and different governments have developed and implemented policies whose objective is to comply with the previous approach. B. Braun Medical has also taken on the task of designing and manufacturing products that follow this principle of improving the quality of life of people with disabilities. The objective of this company is to enter the Ecuadorian market with a new product dedicated to the self-probing of this type of people and for that reason it has been decided to design a marketing plan that allows positioning to Actreen® in the Ecuadorian market and customer loyalty. In order to comply with the research objective at first, bibliographic references related to the study topic are consulted. Afterwards, an analysis of the external and internal market is carried out, which allows identifying the key aspects to be taken into account in order to design the four elements that make up the marketing mix and obtain a marketing plan that will allow the company under study to obtain the loyalty of 300 patients in the first year, in the second year a growth of 10% and the three following years 7%. To finish the investigation, a financial analysis of the proposal is made and its results show that the marketing plan is feasible and allows the company to recover its investments in advertising and generate profits that make the project profitable.