Marketing estratégico para emprendimiento caso: emprendimiento Camomilas

Abstract

The objective of this degree work is to demostrate the importance of strategic marketing to improve the performance of entrepreneurship activities. It is based on highlighting the theoretical concepts that this type of marketing has and defining the potential that managerial tools have in the strategic direction of organizations. In order to demostrate this, a practical case is executed in an ecuadorian enterprise such as Camomilas; For which a situational analysis of the environment and the organization was first carried out, detecting key factors that directly influence the business, then a market study was carried out in which the needs, expectations and requirements of the clients were divided, in addition to brand recognition. With all these data and information, real and applicable strategies were forged based on the marketing mix, so that Camomilas obtains the best results based on sales and profitability, stipulating a budget and an action plan that allows to carry out a better control of compliance with the plan. Finally, conclusions are raised and recommendations are proposed that will help the founding entrepreneurs of Camomilas to carry out all the proposed strategies and thus improve the performance of their entrepreneurial activities.