Estrategias de marketing para la peluquería Lbprofessional en la ciudad de Guayaquil.

Abstract

The beauty industry presents an annual growth of 6%; however, the sales of the Lb Professional hairdresser do not present the same behavior, so marketing strategies are defined to solve this problem, where a contextual framework is proposed that grants a theoretical, referential and legal guideline, then, the macroenvironment presents a favorable scenario, especially in the impact of the economic environment, the business philosophy is also defined to generate an internal value towards the brand with collaborators aligned with that philosophy, but when carrying out the analysis of the value chain, weaknesses are identified in The marketing area. Then, a market research is carried out, where it is found that the main target audience are women from 20 to 45 years old with a participation of 71.54%, where 37.5% maintain an average expenditure of USD. 51 to USD. 80 in hairdressing and that there is also a value for money, since for 59% of people quality has a very high importance and for 83% the price is important or very important. Once these results are analyzed, the strategies are defined, where the target audience is segmented, the customer experience and the most appropriate marketing mix are sought. Finally, the financial analysis is carried out that uses an actuarial calculation to project the financial position of the business to five years where as a result a TIR of 62.24% and a VAN of USD. 23,880.05 is obtained that demonstrate the viability of the project.