Diseño de un plan de comercialización para la empresa El Artesan en la ciudad de Guayaquil.

Abstract

In the thesis presented the plan of commercialization for the company “El Artesan” was elaborated. All this took place in the city of Guayaquil. Which is why an investigation of the market was started, with the quantitative and qualitative, in order to identify the variables that intervened in the behavior of sales of the customers at the points of sales, and in the social media. Afterwards with the information that was collected, a promotional strategy was started at the point of sale, same with social media, to obtain income and brand recognition. The project was feasible throughout the financial analysis that was realized. Regarding digital medias strategies there would be stories shared on the medias, streams, and guidelines every week. Likewise, in the strategies that will be designed for the point of sale. Advertising material will be used, such as posters with QR code to be scanned. And provide more information to custumers, plus a booklet with coupons to encourage the purchase of the product. Finally, the project resulted in a ROI of $2,73. Which means that for every dollar invested you will get $2,73 in return.