Bibliographic citations
Moran, J., Ricse, J. (2024). Plan de Marketing Estratégico de la marca de televisores TCL para el mercado peruano [Trabajo de Suficiencia Profesional, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/675116
Moran, J., Ricse, J. Plan de Marketing Estratégico de la marca de televisores TCL para el mercado peruano [Trabajo de Suficiencia Profesional]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2024. http://hdl.handle.net/10757/675116
@misc{renati/502370,
title = "Plan de Marketing Estratégico de la marca de televisores TCL para el mercado peruano",
author = "Ricse Linares, Juan Carlos",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2024"
}
The global television brand TCL began its commercial operations in Peru in July 2023. It is a brand that, although it has prestige and recognition in other countries worldwide, is still unknown in Peru, which is why it seeks to position itself in the Peruvian television market. To achieve this, a marketing and brand positioning plan has been designed that begins with the analysis of the current situation of the technology sector, which includes the macroenvironment and the microenvironment of the television market, with the purpose of knowing the economic, political and technological that could affect the entry and performance of the brand, so, in addition, an internal analysis of the company and the competing market is carried out. On the one hand, an evaluation of the industry demand has been developed and based on this, the sales projection for the next five years. To learn about local trends and needs, a survey and a focus group were conducted, from which insights and relevant characteristics for consumers were identified, as well as their purchasing behaviors and preferences. Two objective segments were determined for which the marketing strategy is adapted, in detail and in accordance with the requirements of each segment. The marketing plan has been developed to publicize the high quality and attractively designed products that TCL offers, as well as its competitive prices offering a good quality-price ratio. On the other hand, a media strategy is focus on a combination of advertising and brand communication through sporting events, radio and TV programs, and digital media, with the development of attractive and easily communicated digital content, which can reach potential customers massively. Finally, the economic analysis is developed that will allow carrying out the entire marketing and positioning plan developed, assigning the corresponding budgets to each area of the company, to guarantee the correct use of resources, the achievement of sales growth goals and proposed market share and the health of the company in a sustained manner.
This item is licensed under a Creative Commons License