Plan de marketing estratégico para la empresa LF Decor en la ciudad de Guayaquil

Abstract

The present work is oriented to the implementation of a marketing plan in the home furniture manufacturing company LF DECORD. It was pertinent to consult various authors on the subject, related to the object - field of the research. The research process led to the formulation of a procedure structured by stages, based on the analysis, planning, execution and control of the home furniture marketing process in the Guayaquil city. The results of the application provided reliable information for the treatment of sales in the corresponding market segments. Strategic analysis techniques and instruments were used, such as the MEFE, MEFI and FODA matrix; the Kasavana Smith matrix for the positioning and analysis of the product portfolio, criteria that characterize the century of life of the product; the determinants of price and the types of existing prices; the hybrid channel statement and distribution strategies; as well as the determination of the different advertising media for placing the products on the market. In line with this, the main scientific methods used were declared, as well as the use of statistics in the determination of the elements of the population under study and the validation of the results. The work was structured in three chapters according to the logic of the investigation. The main conclusions and recommendations that allow responding to the need and the research problem raised.