Plan de marketing estratégico en la línea varios para la Editorial Don Bosco- Librería LNS, sucursal Quito

Abstract

This research aims to develop a strategic marketing plan in the category of several for the publishing house Don Bosco, library LNS, Quito branch. The purpose was to create strategies contributing to the increase of sales in the category of several which involves school materials and office supplies. During this study, some factors such as the population growth of the city and the economically active people (PEA) were considered to lead a market research by taking into account the sector where the target public is involved. This process was useful to determine the samples and conduct the corresponding surveys. The findings determined that the brand of bookstores LNS is recognized and considered as a traditional brand in the market, however; regarding to preferences to acquire the products of the category of several this brand lacks of a considerable acceptance. On the other hand, it was also carried out a situational diagnosis where internal and external factors were studied by using tools such as the SWOT analysis which helped to determine the current situation of the company. The development of the proposal is set under the phases and stages of the marketing plan, where strategies focused on the marketing mix were developed as well as other strategies seeking to counteract the low points found in the situational diagnosis and the market study. To conclude, implementing the proposed strategies will contribute that the company reaches a considerable increase in its sales, where customer loyalty, appealing the potential markets and constant innovation in communication must be essential. It is recommended to monitor the strategies permanently in order they become a model to de applied to other product lines.