Plan estratégico de marketing para la empresa Consulting D’Vida

• Autor: Mayaute Zapata, Juan Oscar
• Formato: tesis de maestría
• Fecha de Publicación: 2024
• Institución: Pontificia Universidad Católica del Perú
• Repositorio: PUCP-Tesis
• Lenguaje: español
• OAI Identifier: oai:tesis.pucp.edu.pe:20.500.12404/29923
• Enlace del recurso: http://hdl.handle.net/20.500.12404/29923
• Nivel de acceso: acceso abierto
• Materia: Sector inmobiliario--Perú--Tacna; Planificación estratégica; https://purl.org/pe-repo/ocde/ford#5.02.04

This thesis presents a strategic marketing plan for the real estate sector in Tacna, Peru, grounded in comprehensive consumer research and in-depth market analysis. The study encompasses the design phase in 2024 and projected development for 2025-2028. During this period, Tacna's real estate market is estimated to grow by 3.95%, from 20,317 to 21,120 housing units required by its citizens. The research uncovered significant shifts in consumer preferences. While a low trend towards duplex apartments was observed, this increases by 65% when condominiums offer differentiated and highly demanded values, such as strategic location (92%), innovative design (79%), comprehensive security (81%), and sustainability with low carbon footprint impact (69%). These findings led to the design of a diversified product portfolio, including land plots, built homes, and apartments in key areas. This strategy is projected to result in estimated revenues of $7,154,401.62 in 2026. The plan forecasts an Internal Rate of Return (IRR) of 13.23%, surpassing the Weighted Average Cost of Capital (WACC) of 9.12%, indicating strong financial viability. Furthermore, the proposed digital marketing strategy could increase brand visibility by 81%, capitalizing on potential buyers' tendency to initiate their search online. This digital approach aligns with changes in consumer behavior and promises to optimize the effectiveness of customer acquisition and conversion strategies. Keywords: strategic marketing plan, Tacna real estate consumer behavior, real estate product strategy and real estate digital marketing.