Estudio de mercado para desarrollar una cartera de productos y estrategias de mercadeo para la Asociación Solidarista de Empleados del Tecnológico Sede San Carlos, ASET

Abstract

This marketing research has the main objective of developing a portfolio of products and implementing marketing strategies for Asociación Solidarista de Empleados, Tecnológico de Costa Rica Campus San Carlos (ASET). The investigation used a quantitative approach and had three sample populations which were the employee’s associates, non-associated employees, and the students at Tecnológico Campus San Carlos. The technique used for the investigation was a survey designed for each population. The survey was implemented through a random probability sample and applied to 68 employee’s associates and 108 students. A poll was used for 14 non-associated employees. At the end of the investigation, it was determined that the current portfolio of products does not meet the needs and desires of the associates and non-associated. In addition, the techniques of communication, promotion, and dissemination used are deficient. For this reason a new portfolio of products and appropriate marketing strategies is proposed.