Plan de marketing para la comercialización de prótesis especializadas en la rehabilitación de extremidades superiores del grupo de investigación Innova

Abstract

This study was aimed to design a marketing plan through the proposal of strategies and tactics to allow the commercialization of prostheses used for the rehabilitation of upper extremities, in order to provide competitive tools to help the organizational growth and thus generate a level of profitability in the market. This study is based on the FODA Matrix and the Market Study aimed at the population in Zone 3. This research was carried out through a qualitative, a quantitative and a mixed approach, along with a descriptive and exploratory study with a non-experimental design. The foundation of conceptual theoretical bases in relation to a marketing plan was carried out through the collection of information applying a structured interview, a survey and the respective documentary analysis. Among the most relevant results of the study, it was found that there is a lack of a wide variety of companies in Ecuador that offer or manufacture prostheses and those that do it charge a high price, therefore, the proposal that was presented contains strategies and actions aimed to promote brand creation, in order to achieve its recognition and acceptance. Finally, it was recommended to constantly evaluate the market to take preventive actions to improve the commercialization of prostheses.