Diseño de un plan de marketing para la línea de electrodomésticos para la empresa Salvador Pacheco Mora S.A

Abstract

Marketing is a science that allows to identify the behavior, needs and desires of customers. And within the current conjuncture it has taken great importance for the advancement of technology and digitization as a consequence of the pandemic and innovations within the world of work. One of the strategies to connect with customers is relational marketing, where the purpose of all the efforts made by the company is to retain consumers and ensure their preference for upcoming purchases. This integrative project seeks to propose a marketing plan for the line of appliances of the company Salvador Pacheco Mora, applying relational marketing strategies, seeking to boost sales of said line of products. It is intended to provide the commercial area with a customer-based perspective, and considering both internal and external information of the market in which the company is located. Among other tools, this is expected to contribute to business strategy and the achievement of objectives