Bibliographic citations
Tello, A., Villanueva, D. (2024). Plan de Marketing Digital para el proyecto Taller de Paz Inmobiliaria [Trabajo de suficiencia profesional, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/675061
Tello, A., Villanueva, D. Plan de Marketing Digital para el proyecto Taller de Paz Inmobiliaria [Trabajo de suficiencia profesional]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2024. http://hdl.handle.net/10757/675061
@misc{renati/419910,
title = "Plan de Marketing Digital para el proyecto Taller de Paz Inmobiliaria",
author = "Villanueva Pollarolo, Daniela",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2024"
}
Paz Inmobiliaria, founded in 2008 in Peru and transformed into a new company in 2023, currently has 12 projects in Lima and specializes in the commercialization of real estate. Its general target audience is people aged 25 to 45 who are looking for a home or a high-quality real estate investment. With 76 employees, the company achieved annual revenue of over S/200 million in 2023, selling more than 500 apartments in the year. An analysis of the environment reveals that the Peruvian real estate sector has a projected economic growth potential of 5%. The high rivalry among more than 200 companies in the real estate sector and the barriers to entry due to investment in digital campaigns are significant. Currently, buyers have medium bargaining power due to the availability of options, so it is important to rethink digital marketing efforts to reach the target audience and achieve monthly sales goals. The main problem identified is the low sales turnover of the Taller project, located in Miraflores, influenced by the previous association with Paz Centenario and the high competition in the high-end market. To address this challenge, the goal is to develop a comprehensive marketing plan to increase monthly sales by 30% through digital campaigns over a period of six months. This plan seeks to position Paz Inmobiliaria as a leader in the high-quality real estate market in Perú.
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