Plan de marketing estratégico para la creación y promoción de una nueva marca dentro de la empresa DEBSA.

Abstract

The current research project is carried out in Distribuciones Escobar Borja S.A (DEBSA S.A), a company dedicated to the import and sale of office and home products to wholesalers. This study aims to develop a strategic marketing plan for the creation of a new brand in order to market products online in the city of Guayaquil, with the help of research tools to learn about the internal and external environment of the company. At the same time, a randomized survey was conducted on a sample of 385 Guayaquil residents with the purpose of defining a target market based on both their needs and preferences and their availability to make purchases on the Internet. The results obtained indicated that people are willing to buy the company's products online and interested in receiving the service at home, so a marketing plan proposal was structured with the creation of a new brand with a virtual store , and making it known through social media promotion to reach this new market segment. And finally, the financial viability of this proposal was evaluated, which gave a positive result by having an investment recovery in 3 years and generating income from it.