Plan de marketing de servicios para la empresa "Eventos Danielito" de la ciudad de Machala en el año 2020.

Abstract

All companies, regardless of their activities, need to implement good strategies in their businesses in order to excel in the market or at least stay; All this due to high levels of competitiveness and new existing technologies. Exactly the same or in greater proportion occurs in service companies, because these types of companies offer goods that are more difficult to sell because they are intangible. With regard specifically to the entertainment services sector, the market is very wide, there are activities of all types, one of them is that of event organizations. Within Machala there are many companies dedicated to providing this type of service, each one has its differentiating value and its own recognition acquired for its time in the market. "Danielito Events" is a company in this sector that has considerable acceptance by a certain part of the population of Machala and provides a quality service; However, it has ignored the fact that it could increase its profitability by adapting differentiating positioning strategies that it has not yet developed with its clients. The objective of this case is to develop a service marketing plan for this local company for the year 2020; To achieve this, a mixed research approach (interview and surveys) was considered, resulting in the proposal of relevant strategies based on the services triangle model.