Plan de negocio para incrementar las ventas de marca AKT a través de crecimiento vertical en la empresa Artefacta 2023.

Abstract

The present investigation had the objective of developing a business plan to position the AKT brand in the motorcycle market in the company Unicomer de Ecuador S.A., due to the problems that this brand is currently going through, which, despite being of better quality than its competitors and offer a better guarantee, has not penetrated with greater force in the city of Manta. For this purpose, the descriptive, quantitative, field methodology was applied, through a survey questionnaire applied to a sample of 384 Manta users, whose results showed a target market of 40 motorcycles annual that can be used by the AKT brand. For this reason, the creation of an exclusive marketing channel for the sale of AKT motorcycles was proposed, located next to the current Artefacta commercial warehouse, in conjunction with a digital advertising campaign, with AKT's own domain and advertising on social networks, through an influencer, with the purpose of boosting sales of this brand, expecting a vertical growth in the first year and 10% in subsequent periods, up to the fifth year. The findings also showed that the proposal generates an internal rate of return of 60.88% and a net present value of $42,919.42. In conclusion, the feasibility of the project to position the AKT brand in the motorcycle market of the company Unicomer de Ecuador S.A. in Manta was revealed.