Plan de marketing para la venta de artesanías de chambira de la empresa Baraka, Iquitos 2020

• Autor: Isuiza Rojas, Elva Andrea
• Formato: tesis de grado
• Fecha de Publicación: 2022
• Institución: Universidad Nacional De La Amazonía Peruana
• Repositorio: UNAPIquitos-Institucional
• Lenguaje: español
• OAI Identifier: oai:repositorio.unapiquitos.edu.pe:20.500.12737/9656
• Enlace del recurso: https://hdl.handle.net/20.500.12737/9656
• Nivel de acceso: acceso abierto
• Materia: Marketing; Ventas; Artesanía; Satisfacción del cliente; Empresas; https://purl.org/pe-repo/ocde/ford#5.02.04

The general objective of this research was to design a marketing plan to promote the sale of chambira handicrafts from the company Baraka, Iquitos 2020, being an applied study with a descriptive design, the population, made up of a sample of 367 tourists who visited the city, the instrument used was the questionnaire. Therefore, the following conclusions were reached: 46% of tourists make the purchase of jewelry on a monthly basis, likewise, to make the purchase of jewelry they consider the production material (33%), while 24% they focus on physical aspects (color, size and model), and only 19% look at the price. On the other hand, it was possible to identify the SWOT matrix for the sale of handicrafts from the Baraka company. It has been possible to determine the strategies such as the techniques of ancestors, limited training in weaving techniques and the lack of a permanent place for the production of handicrafts; It was possible to determine the easy access to publications on social networks, finally, the low appreciation of handicrafts by internal tourism. In addition, after the internal and external analysis, it was possible to establish the marketing strategies. As well, it has been possible to know the projected budget amounts of the marketing plan. Finally, it has been possible to establish the activities to control the strategies of the marketing plan for the sale of Chambira handicrafts from the Baraka company, 2020.