Marketing Mix Strategy for the sales of the company Melaminart – Chiclayo

• Huber Ezequiel Rodríguez Nomura Universidad Señor de Sipán, Pimentel – Chiclayo, Perú. https://orcid.org/0000-0001-5641-2459
• Alberto Calderón Gavidia Universidad Señor de Sipán, Chiclayo – Perú. https://orcid.org/0000-0002-6071-7762
• Nathaly Fiorella Zavala Quispe Universidad Nacional de Trujillo, Perú. https://orcid.org/0000-0002-2509-6913
• María Patricia Rodríguez Kong Universidad Nacional de Trujillo, Perú. https://orcid.org/0000-0002-4055-0918
• José Arturo Rodríguez Kong Universidad Señor de Sipán, Pimentel – Chiclayo, Perú. https://orcid.org/0000-0002-9526-8231

DOI: https://doi.org/10.46925//rdluz.38.20

Keywords: Business economics, Marketing, Enterprises, Peru

Abstract

The objective of this research was to develop a marketing mix strategy for sales in the company Melaminart - Chiclayo 2020. This study had a mixed approach because an in-depth interview was applied qualitatively; and at the same time quantitative because it interprets the answers of the questionnaire that was made to the client to establish the most exact possible patterns of behavior in a population. The research was carried out in a non-experimental and cross-sectional way, because the variables were not manipulated and studied in a specific period of time. The results managed to diagnose the current state of sales of the company Melaminart - Chiclayo 2020, through the quantitative analysis of the dimensions of the sales variable, according to the survey carried out on the company's clients and workers, where it is shown that the demand it is average with a downward trend, due to the pandemic and the political situation experienced. Therefore, it is concluded that the company only gets enough sales to stay; and, therefore, needs a boost to improve them, through marketing mix strategies.

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