Browsing by Author "Marcatoma Suárez Brian Armando"

Now showing 1 - 1 of 1
  • No Thumbnail Available
    Item
    Propuesta de un plan de negocios para la captación, posicionamiento y fidelización de clientes en Bigotes Pet Spa, en el sector Monay – Cuenca
    (Instituto Superior Tecnológico Particular Sudamericano, 2026) Marcatoma Suárez Brian Armando
    This research project develops a business plan aimed at strengthening customer acquisition and positioning for Bigotes Pet Spa, a grooming and pet care entrepreneurship located in the Monay sector of Cuenca. The study arises from the need to organize the business processes, improve its value proposition, and respond to the expectations of pet owners who seek reliable, accesible, and personalized grooming services. The main objetive was to desing strategic guidelines that allow the brand to consolidate its presence, enhance customer experience, and increase competitiveness in the local market. The methodology applied followed a mixed approach, combining quantitative and qualitative instruments such as surveys, competitor Benchmarketing, Mistery Shopper evaluation, situational diagnosis, SWOT analysis, PESTEL frameword, and a review of key indicators from the Pet Care sector. The findings revealed that althoungt there is a high concentration of households with pets and positive predisposition toward grooming services, clients mainly value trust, quality of care, proximity, and fair pricing; however, they do not show strong loyalty to any specific establishment, which represents a direct opportunity for Bigotes Pet Spa. Based on these results, a business plan was structured that integrates strategies for customer acquisition, brand positioning, digital marketing, service improvement, customer experience, and internal organization, complemented by concrete actions and marketing mix adjustments aligned with the business reality. It is concluded that the application of this plan will allow Bigotes Pet Spa to strengthen its presence in Monay, build closer relationships with clients, increase demand, and move toward sustainable growth within the Pet Care market in Cuenca.