Diseño de estrategias de posicionamiento para la empresa LisFashion S.A en la ciudad de Guayaquil, Ecuador.

Abstract

The objective of this project is to develop a marketing plan for the company LisFashion S.A in the city of Guayaquil. In which the respective study and analysis of the micro and macro environment of the sector in which the company operates was carried out, in order to know aspects that influence growth. In addition, a quantitative and qualitative investigation was carried out which were carried out with final clients and the administrative manager of the company, where fundamental information was obtained for the development of the marketing plan, through the collection of variables that intervene in the target audience. Within the marketing plan, the development of proposals for advertising strategies was carried out with respect to satisfaction of customer needs. In which it was proposed to use strategies such as: a) training of company personnel, b) creation of brochures, c) remodeling of the website and d) advertising on social networks, in order to position and increase sales of the company. Finally, the financial analysis of the marketing plan was executed, in order to know the feasibility of the project, verifying that the development of advertising strategies helps to increase the sales of the company, because the calculation of the marketing ROI, indicated that, for every dollar invested, a return of $ 1.14 will be obtained.