Propuesta de estrategias de marketing para la introducción de un salón de belleza móvil en la ciudad de Guayaquil.

Abstract

The marketing plan that the project will develop is about the introduction of the Gilmour Beauty Truck company in the Ecuadorian market. The project brings together all the phases and stages, from the situational analysis, market research, the marketing plan and the financial plan. Both internal and external factors were analyzed to evaluate the circumstances that could harm the entry of the company and thus highlight the differentiating variables that allow it to be located in the consumer's mind. Gilmour Beauty Truck's business idea is innovative since it will make life easier for women, since today technology has made consumers more demanding, it is for this reason that the beauty salon service has evolved. For Guayaquil women, the need for personal care and feeling good is very important, but the lack of time they have to travel to a traditional beauty center has been quite an adventure. This business plan saves costs, time and transfer risk, seeking customer satisfaction together with professional makeup artists, stylists and manicurists providing quality service. In Ecuador, this type of mobile beauty salon business does not exist, so there is no reference or direct competition. Gilmour Beauty Truck plans to start its operations covering the northern urbanizations of Guayaquil and Samborondón, handling by telephone or courier service.