Examinando por Autor "Franco Bustamante, Santiago"

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    Estrategias de marketing para desarrollar un servicio de barbería a domicilio en el área metropolitana del Valle de Aburrá con personas de estratos 4, 5 y 6 que oscilen en edades entre los 30 y 45 años
    (Universidad EAFIT, 2022) Durango Zapata, Juan Esteban; Franco Bustamante, Santiago; Uribe de Correa, Beatriz Amparo; Londoño Vélez, Natalia
    This research paper exposes the approach of strategies framed in the marketing mix (7Ps) to develop a barbershop service at home, in Valle de Aburrá metropolitan area. The market to which it is mainly directed, are people of strata four, five and six that oscillate in ages between 30 and 45 years. Background is provided on the third part of logistics, specifically home services, the beauty market and personal care; additionally, concepts such as the marketing mix, service marketing and customer experience. The research is developed through fieldwork in order to analyze the service, its distribution, weak points and the intention of use by the target population. In order to plan an adequate direction and decision-making of the strategy, clear objectives are established to satisfy. For the research and market analysis, the descriptive method focused on the collection of qualitative and quantitative information was applied. For this, surveys were conducted to the diverse population of the analyzed area and a focus group with some people from the central-southern part of the Valle de Aburrá metropolitan area to collect information that would help to answer the objectives. Marketing and marketing strategies focused on the marketing mix of services were formulated.