Bibliographic citations
Parada, A., Ramirez, P. (2024). Plan estratégico de marketing en el sector belleza para la expansión de mercado del coworking “Cambria” [Trabajo de Suficiencia Profesional, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/674385
Parada, A., Ramirez, P. Plan estratégico de marketing en el sector belleza para la expansión de mercado del coworking “Cambria” [Trabajo de Suficiencia Profesional]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2024. http://hdl.handle.net/10757/674385
@misc{renati/418877,
title = "Plan estratégico de marketing en el sector belleza para la expansión de mercado del coworking “Cambria”",
author = "Ramirez Quilla, Paola Del Carmen",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2024"
}
The time of the pandemic brought about multiple negative effects for the country, one of the main ones was economic instability due to the closure of multiple businesses and undertakings. Based on this, one of the main sectors that was affected was the beauty sector, since many hair salons declared bankruptcy because their profits were considerably reduced due to lack of clients, but the fixed costs of maintenance and payment rentals of said establishments were still in force. Today, beauty professionals are looking for an establishment that can offer them more flexible business models without having to be subject to long-term rental contracts, maintenance payments or having to receive commissions that are far below of what they consider profitable. It is for this reason that in 2023 Cambria was created, the first beauty coworking in Peru dedicated to aesthetic professionals that offers the rental of spaces by hours and/or days of the week in an innovative, creative and inspiring environment. . This allows stylists to have greater freedom and better earnings and to grow professionally. The objective of this work is to explain Cambria's strategic expansion plan through a new location to attract a greater number of professionals, increasing reservation hours and a return on investment as well as improving its communication strategy. integrated digital in order to have greater reach.
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