MARKETING ESTRATÉGICO
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Fecha
2017-01
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Jaén: Universidad de Jaén
Resumen
[ES] El objetivo del presente Trabajo de Fin de Grado consiste en el diseño de un plan de
marketing para la apertura de un nuevo centro con el objetivo de potenciar las ventas de la
entidad en nuevos mercados geográficos.
Tras analizar el mercado, las capacidades de la empresa y el entorno externo, se desarrolla un
perfil de consumidores potenciales caracterizado principalmente por colectivos de la tercera
edad mayor de 65 años, enfermos crónicos y las personas con alguna discapacidad física,
psíquica o sensorial que se encuentran en situación de dependencia.
Este nuevo centro contará con una arquitectura innovadora, innovación que permitirá dotar al
centro de una nueva estructura funcional que permita optimizar espacios y recursos en el
desarrollo de servicios de asistencia curativa, social y educativa de colectivos en situación de
dependencia y repercutiendo de forma paralela en el bienestar de los usuarios. Mengíbar será
el mercado objetivo inicialmente ya que es uno de los municipios jienenses en el cual hay un
número aceptable de público objetivo y no hay existencia previa de centros similares.
[EN] The aim of this Final Study of Grade consist in the design of a marketing plan for opening a new center in order to boost sales of the company into new geographic markets. After analyzing the market, the capabilities of the company and the external environment, I have developed a profile of potential consumers characterized by groups of the third age over 65, the chronically ill and people with physical, mental or sensory disabilities who are in situations of dependency. This new center will feature an innovative architecture, an innovation that will allow provide the center of a new functional structure that optimizes space and resources in the development of services of healing, social and educational assistance to groups in a situation of dependence and repercussions parallel in the welfare of consumers. Mengíbar will be the target market as it is one of the jienenses municipalities in which there is an acceptable number of target audience and no previous existence of similar centers.
[EN] The aim of this Final Study of Grade consist in the design of a marketing plan for opening a new center in order to boost sales of the company into new geographic markets. After analyzing the market, the capabilities of the company and the external environment, I have developed a profile of potential consumers characterized by groups of the third age over 65, the chronically ill and people with physical, mental or sensory disabilities who are in situations of dependency. This new center will feature an innovative architecture, an innovation that will allow provide the center of a new functional structure that optimizes space and resources in the development of services of healing, social and educational assistance to groups in a situation of dependence and repercussions parallel in the welfare of consumers. Mengíbar will be the target market as it is one of the jienenses municipalities in which there is an acceptable number of target audience and no previous existence of similar centers.