Estrategias de marketing para la empresa pinturas unidas en la ciudad de Guayaquil.

Abstract

This project aims to design and implement a strategic marketing plan for Pinturas Unidas, with the objective of improving its market positioning in Guayaquil and optimizing its commercial strategies. To achieve this, a detailed analysis of the macro and microenvironment was carried out, identifying key factors that influence consumer decision-making and the brand’s performance against competitors. Additionally, market research was conducted, including surveys of potential customers, which provided insights into their preferences, purchasing habits, and areas for improvement within the company. Based on the findings, a marketing plan was structured, establishing specific strategies to enhance brand visibility, strengthen digital presence, and optimize the in-store experience. Through these actions, the company seeks to differentiate itself from competitors and establish itself as a reliable option in the paint market. To support the feasibility of the plan, a financial analysis was conducted, projecting sustained sales growth, reflecting the effectiveness of the implemented strategies. The Marketing ROI calculation demonstrated that the investment in marketing will generate a positive return, ensuring the profitability of the proposal. Finally, the project concludes that the implementation of this marketing plan will enable Pinturas Unidas to enhance its market recognition, attract new customers, and strengthen the loyalty of existing clients.