Plan de comercialización de la cerveza Peroni en corredores comerciales de la zona norte de Guayaquil y establecimientos comerciales en la vía La Puntilla – Samborondón para el 2020..

Abstract

The investigation was carried out by means of surveys to final consumers and sales measurements, additionally for the market study, research instruments will be used to diagnose the position of the company against the competition. The purpose is to carry out a Marketing and Segmentation Plan for the “Peroni” beer product in the city of Guayaquil and Samborondón by 2020. The process of the information collected was segmented, organized and analyzed with the proposal to interpret the known data and determine the current situation of PROALCO and its PERONI product. The results were favorable because they place PROALCO as a recognized distributor in the market, however, it is required to improve delivery times, on the other hand, the PERONI industrial beer of Italian origin is directed towards a select highend audience so that in the Research design will be specifically selected at the facilities in order to increase sales and improve company results. In this way, the business plan and the financial projection are structured, the results of which are positive and the viability of the plan for its execution is evidenced.