Citas bibligráficas
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"
}
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.
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