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Alzamora, J., Ramos, J., Fernández, M. (2024). Plan estratégico de marketing de “Samaca”, tienda orgánica y natural [Pontificia Universidad Católica del Perú]. http://hdl.handle.net/20.500.12404/26973
Alzamora, J., Ramos, J., Fernández, M. Plan estratégico de marketing de “Samaca”, tienda orgánica y natural []. PE: Pontificia Universidad Católica del Perú; 2024. http://hdl.handle.net/20.500.12404/26973
@mastersthesis{renati/12496,
title = "Plan estratégico de marketing de “Samaca”, tienda orgánica y natural",
author = "Fernández Schiaffino, Manuel Ignacio Salomón",
publisher = "Pontificia Universidad Católica del Perú",
year = "2024"
}
Title: Plan estratégico de marketing de “Samaca”, tienda orgánica y natural
Authors(s): Alzamora Flores, Jaqueline Andrea; Ramos Valdez, Juan José Martin; Fernández Schiaffino, Manuel Ignacio Salomón
Advisor(s): Pereyra Graham, Leovigildo Alexander; Rojas Valdez, Kelly
OCDE field: https://purl.org/pe-repo/ocde/ford#5.02.04
Issue Date: 27-Jan-2024
Institution: Pontificia Universidad Católica del Perú
Abstract: El actual plan de marketing tiene como propósito impulsar la presencia y la
participación en el mercado, de SAMACA, una tienda de productos orgánicos y saludables
establecida entre los límites de los distritos de Barranco y Miraflores en Lima, Perú. Este plan
se origina como una oportunidad ante el incremento en la demanda de alimentos y productos
orgánicos tanto a nivel nacional como mundial, una tendencia que ha sido impulsada aún más
por la conciencia creciente sobre la salud y el bienestar posterior a la pandemia del COVID
19.
Para el desarrollo del actual plan de marketing, se ha realizado un estudio de mercado
especializado que ha brindado una comprensión detallada del perfil de los consumidores de
productos orgánicos. La investigación, que se ha basado en encuestas detalladas mediante
cuestionarios específicos, ha revelado las motivaciones y preferencias de los consumidores
locales al optar por productos orgánicos y saludables. Además, se ha complementado esta
investigación con el análisis de fuentes secundarias, incluyendo estudios previos que exploran
los comportamientos de los consumidores en las compras de productos orgánicos en el
entorno de Lima Moderna.
Los hallazgos obtenidos sugieren un potencial significativo para el crecimiento
sostenido de SAMACA en el mercado local, que por medio de la aplicación del marketing
mix, dio luz una serie de acciones y estrategias para capitalizar al máximo estas
oportunidades, que se centraron en el valor diferencial de la propuesta que SAMACA tiene
para sus consumidores.
The present marketing plan aims to boost the presence and market participation of SAMACA, a store specializing in organic and healthy products, situated within the boundaries of the districts of Barranco and Miraflores in Lima, Peru. This plan emerges as an opportunity in response to the mounting request for biological foods and foodstuffs cutting- edge the country and the world, a trend further propelled by the heightened awareness of health and well-being following the COVID-19 pandemic. Aimed at the expansion of this marketing plan, a bespoke market study has been conducted, allowing an understanding of the consumer profile for organic products. The research, based on detailed surveys using specific questionnaires, has revealed the motivations and preferences of local consumers when opting for organic and healthy products. Additionally, this research has been complemented by the analysis of secondary sources, including previous studies exploring consumer behavior in purchasing organic products within the setting of modern Lima. The findings suggest significant potential for the sustained growth of SAMACA in the local market, which, through the application of the marketing mix, shed light on a series of actions and strategies to capitalize on these opportunities. These efforts were centered on the unique value proposition that SAMACA offers to its consumers.
The present marketing plan aims to boost the presence and market participation of SAMACA, a store specializing in organic and healthy products, situated within the boundaries of the districts of Barranco and Miraflores in Lima, Peru. This plan emerges as an opportunity in response to the mounting request for biological foods and foodstuffs cutting- edge the country and the world, a trend further propelled by the heightened awareness of health and well-being following the COVID-19 pandemic. Aimed at the expansion of this marketing plan, a bespoke market study has been conducted, allowing an understanding of the consumer profile for organic products. The research, based on detailed surveys using specific questionnaires, has revealed the motivations and preferences of local consumers when opting for organic and healthy products. Additionally, this research has been complemented by the analysis of secondary sources, including previous studies exploring consumer behavior in purchasing organic products within the setting of modern Lima. The findings suggest significant potential for the sustained growth of SAMACA in the local market, which, through the application of the marketing mix, shed light on a series of actions and strategies to capitalize on these opportunities. These efforts were centered on the unique value proposition that SAMACA offers to its consumers.
Link to repository: http://hdl.handle.net/20.500.12404/26973
Discipline: Dirección de Marketing
Grade or title grantor: Pontificia Universidad Católica del Perú. CENTRUM
Grade or title: Maestro en Dirección de Marketing
Juror: Bazán Tejada, Carlos Armando; Arellano Cueva, Rolando Antonio; Pereyra Graham, Leovigildo Alexander; Rojas Valdez, Kelly
Register date: 27-Jan-2024
This item is licensed under a Creative Commons License