Overview

Marketing Plan for the Men's Footwear Brand: ""PEGADA"" in the City of Santa CruzThe author, Luis Fernando Durán Gutiérrez, develops a strategic plan that seeks to solve the problem of the low visibility and sales of the PEGADA brand. Through a detailed analysis of internal and external factors, including market research, SWOT analysis, and strategic matrices, the book proposes marketing actions focused on segmentation, positioning, and customer loyalty. The work also assesses the challenges of competition in the Bolivian market, as well as the economic, technological, and ecological factors influencing the footwear industry. With a solid theoretical foundation, it presents innovative strategies to boost PEGADA's positioning, highlighting the use of modern marketing mix tools, from digital promotion to adjustments in pricing and distribution strategies. Finally, it includes a financial analysis that calculates the plan's impact on projected revenue, demonstrating that its implementation could significantly improve the brand's profitability and sustainability in the local market.

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