Acciones para la mejor comercialización de los servicios de una peluquería en Jaén: Peluquería "Del Moral"
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2015-07-07
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Jaén: Universidad de Jaén
Resumen
[ES] El trabajo desarrollado se basa en un estudio de mercado para aprovechar las oportunidades del mercado de la peluquería “Del Moral”. Se pretende potenciar este servicio pero destinado a un sector joven debido a la zona en la que está situada la peluquería.
Tras analizar las características de la empresa, del mercado y del entorno, se identifican los puntos fuertes y los débiles de la peluquería mostrándolos en una matriz DAFO.
Para la recogida de datos se realiza un encuesta al público objetivo identificado (estudiantes de la universidad de Jaén) para obtener datos relacionados con sus gustos y preferencias y de esta forma poder enfocar la oferta de los servicios y productos de la peluquería en éstas y así satisfacer sus necesidades, además identificar posibles características de la oferta con el objetivo de fidelizar a la clientela tanto actual como potencial.
Por último considerando las opiniones de los encuestados, se dan unas recomendaciones sobre instrumentos de publicidad a tener en cuenta así como sobre estrategias de marketing a desarrollar.
[EN] The work is based on a market study in order to benefit from market opportunities of hairdressing "Del Moral". The aim is to improve this service but addressed to a young sector because of the area in which is located the hairdressing. After analyzing the characteristics of the company, the market and the environment, the strengths and weaknesses of the hairdressing are identified and shown in a SWOT matrix. In order to collect the data, a survey to the targeted public (students from the University of Jaén) has been realized to obtain information related to their tastes and preferences and thus, be able to focus the offer of the services and products of the hairdressing on them and on this way being able to meet their needs. Moreover, with this work the possible offer characteristics are identified with the aim of retaining the existing customers as well as potential. 2 Finally, considering the views given by the respondents, recommendations on techniques of advertising tools that need to be taken into account are given, as well as marketing strategies that need to be developed.
[EN] The work is based on a market study in order to benefit from market opportunities of hairdressing "Del Moral". The aim is to improve this service but addressed to a young sector because of the area in which is located the hairdressing. After analyzing the characteristics of the company, the market and the environment, the strengths and weaknesses of the hairdressing are identified and shown in a SWOT matrix. In order to collect the data, a survey to the targeted public (students from the University of Jaén) has been realized to obtain information related to their tastes and preferences and thus, be able to focus the offer of the services and products of the hairdressing on them and on this way being able to meet their needs. Moreover, with this work the possible offer characteristics are identified with the aim of retaining the existing customers as well as potential. 2 Finally, considering the views given by the respondents, recommendations on techniques of advertising tools that need to be taken into account are given, as well as marketing strategies that need to be developed.