Plan estrategia para el crecimiento de la cartera de clientes de la bebida de refrescos Link en Tegucigalpa
Tesis
Materias > Alimentación
Materias > Ciencias Sociales
Universidad Europea del Atlántico > Docencia > Trabajos finales de Máster
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El presente proyecto tiene como objetivo principal incrementar la cartera de clientes de la empresa EMSULA, La base de este estudio fue poner en práctica las nuevas y variadas técnicas de mercadeo que han permitido elevar el grado de satisfacción tanto los consumidores finales como los entes intermedios siendo estos los que toman decisiones primarias como dueños de pulperías, tiendas de conveniencias, mercaditos, bodegas etc. Cabe destacar que se tomaron algunas opiniones en cuenta basadas en las encuestas, entrevistas a los clientes. Se llegó a la conclusión de que se implementarían promociones y lanzamientos de nuevos tamaños y sabores del producto, refrescando también la imagen del producto, más cantidad del líquido del contenido, promociones mixtas con otros abarrotes. Considerando lo anteriormente explicado, se obtuvo un aumento de los volúmenes de ventas, y con esto tanto a consumidores finales como a los miembros de los canales de distribución se ven beneficiados con este trabajo de campo, también se consideraron algunas nuevas estrategias que no se ejecutaban de una manera constante.El objetivo predominante de este estudio es encontrar la preferencia o mejor dicha el cambio de mentalidad del posicionamiento de marcas ya establecidas en el mercado, en relación a la marca LINK, que como se indica es una marca relativamente nueva y sumando esto es una bebida gaseosa netamente de sabores.Otro de los hallazgos importante, fue el darnos cuenta que los sabores son preferidos en un mayor porcentaje por los adolescentes y niños, mayores de 6 años, como nos enteramos debido a que, de cada 10 personas, que realizaron la compran en los Puntos de venta, seis o siete de ellos, oscilaban en el rango de edad antes mencionado y que su decisión al momento de comprar una bebida gaseosa, era un sabor no una cola.El diseño del plan publicitario de las bebidas gaseosas se basa en perspectivas teóricas que asisten al hecho del producto. Se utilizan métodos de estudios cualitativos, que incluyen la investigación documental de estadísticas de ventas, estas herramientas ayudan a evaluar la información obtenida y, por tanto, a ampliar la reflexión posterior.
metadata
Carias Vasquez, Julio Cesar
mail
julio.carias@grupocorinsa.hn
(2022)
Plan estrategia para el crecimiento de la cartera de clientes de la bebida de refrescos Link en Tegucigalpa.
Masters thesis, SIN ESPECIFICAR.
Resumen
El presente proyecto tiene como objetivo principal incrementar la cartera de clientes de la empresa EMSULA, La base de este estudio fue poner en práctica las nuevas y variadas técnicas de mercadeo que han permitido elevar el grado de satisfacción tanto los consumidores finales como los entes intermedios siendo estos los que toman decisiones primarias como dueños de pulperías, tiendas de conveniencias, mercaditos, bodegas etc. Cabe destacar que se tomaron algunas opiniones en cuenta basadas en las encuestas, entrevistas a los clientes. Se llegó a la conclusión de que se implementarían promociones y lanzamientos de nuevos tamaños y sabores del producto, refrescando también la imagen del producto, más cantidad del líquido del contenido, promociones mixtas con otros abarrotes. Considerando lo anteriormente explicado, se obtuvo un aumento de los volúmenes de ventas, y con esto tanto a consumidores finales como a los miembros de los canales de distribución se ven beneficiados con este trabajo de campo, también se consideraron algunas nuevas estrategias que no se ejecutaban de una manera constante.El objetivo predominante de este estudio es encontrar la preferencia o mejor dicha el cambio de mentalidad del posicionamiento de marcas ya establecidas en el mercado, en relación a la marca LINK, que como se indica es una marca relativamente nueva y sumando esto es una bebida gaseosa netamente de sabores.Otro de los hallazgos importante, fue el darnos cuenta que los sabores son preferidos en un mayor porcentaje por los adolescentes y niños, mayores de 6 años, como nos enteramos debido a que, de cada 10 personas, que realizaron la compran en los Puntos de venta, seis o siete de ellos, oscilaban en el rango de edad antes mencionado y que su decisión al momento de comprar una bebida gaseosa, era un sabor no una cola.El diseño del plan publicitario de las bebidas gaseosas se basa en perspectivas teóricas que asisten al hecho del producto. Se utilizan métodos de estudios cualitativos, que incluyen la investigación documental de estadísticas de ventas, estas herramientas ayudan a evaluar la información obtenida y, por tanto, a ampliar la reflexión posterior.
| Tipo de Documento: | Tesis (Masters) |
|---|---|
| Palabras Clave: | Estrategia, crecimiento, clientes, bebida, en Tegucigalpa. |
| Clasificación temática: | Materias > Alimentación Materias > Ciencias Sociales |
| Divisiones: | Universidad Europea del Atlántico > Docencia > Trabajos finales de Máster |
| Depositado: | 13 Dic 2023 23:30 |
| Ultima Modificación: | 13 Dic 2023 23:30 |
| URI: | https://repositorio.uneatlantico.es/id/eprint/2387 |
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