Propuesta para la creación de un plan de mercadeo para la empresa Tajiricas
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Universidad Tecnológica Centroamericana UNITEC
Abstract
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El propósito de esta investigación fue analizar y evaluar el desempeño del producto
elaborado por la empresa Tajiricas con la finalidad de identificar las áreas de mejora y presentar
una propuesta de plan de mercadeo para esta empresa. El enfoque de la investigación fue mixto
cualitativo – cuantitativo sobre las variables que componen la estrategia de mercadeo. Para la
recolección de los datos se diseñó un cuestionario estructurado con la técnica de encuesta,
constituido por un total de 15 preguntas considerando las variables de producto, precio, plaza y
promoción. Los resultados demostraron que las tajaditas de plátano son un producto bastante
aceptado por la población, Además, los encuestados consideraron que los atributos más atractivos
en las tajaditas de plátano son el sabor y el nivel de crujiente y que la mayoría prefieren una
presentación del producto entre 200 y 300 gramos. Asimismo, indicaron que estarían dispuestos a
pagar más por un producto de calidad y que los puntos de mayor acceso de venta son las pulperías
y supermercados. Para efectos de la promoción, prefieren los canales de Facebook e Instagram para
recibir la publicidad. Por lo anterior, se diseñó estrategias de producto, precios, plaza y promoción
con el objetivo de incrementar las ventas.
The purpose of this research was to analyze and evaluate the performance of the product developed by Tajiricas company to identify areas for improvement and present a marketing plan proposal for this company. The research approach was a mixed qualitative-quantitative study on the variables that make up the marketing strategy. A structured questionnaire was designed for data collection using survey techniques, consisting of a total of 15 questions considering the variables of product, price, place, and promotion. The results demonstrated that plantain chips are widely accepted by the population. Additionally, respondents considered the most attractive attributes of plantain chips to be taste and crispiness, and the majority preferred a product size between 200 and 300 grams. They also indicated a willingness to pay more for a quality product and identified small grocery stores and supermarkets as the primary points of sale. In terms of promotion, they preferred Facebook and Instagram channels to receive advertising. Based on these findings, strategies for product, price, place, and promotion were designed with the objective of increasing sales.
The purpose of this research was to analyze and evaluate the performance of the product developed by Tajiricas company to identify areas for improvement and present a marketing plan proposal for this company. The research approach was a mixed qualitative-quantitative study on the variables that make up the marketing strategy. A structured questionnaire was designed for data collection using survey techniques, consisting of a total of 15 questions considering the variables of product, price, place, and promotion. The results demonstrated that plantain chips are widely accepted by the population. Additionally, respondents considered the most attractive attributes of plantain chips to be taste and crispiness, and the majority preferred a product size between 200 and 300 grams. They also indicated a willingness to pay more for a quality product and identified small grocery stores and supermarkets as the primary points of sale. In terms of promotion, they preferred Facebook and Instagram channels to receive advertising. Based on these findings, strategies for product, price, place, and promotion were designed with the objective of increasing sales.