Diseño de estrategias de marketing para la introducción de una empresa de servicios de limpieza en la ciudad de Santo Domingo.

Abstract

The cleaning services industry aimed at offices nationwide is a business that generates income in several provinces and cities in the country in which they operate. This is the case of the city of Santo Domingo, where there are several companies that are dedicated to this productive sector because they are specialists in offering their cleaning services to companies that have several work areas and offices. Therefore, in this research we proceed to collect market information based on a study of the environment with the support of three methodologies such as: SWOT analysis, PEST that encompasses political, economic, social and technological factors, in turn an analysis of Porter's five forces which includes a study of potential competitors in this area of business, existing rivalry in the market, i.e. existing companies that are dedicated to offer the same type of service, existence of substitute products, bargaining power of the buyer and supplier. All the information acquired is examined in order to subsequently design marketing strategies for the introduction of a cleaning services company in the city of Santo Domingo.