Joyería marthita

Abstract

At present time, we find that in every scope of commerce, the specialization level and the competence between companies is higher and more technical, that is why the relationship with the customer has a vital importance for the companies’ growth. This is especially important for medium and small sized companies. Considering this information, and the fact that this kind of companies don’t have huge budgets to spend in marketing plans that allow them to earn a market share portion, in order to reach a steady growth and increasing benefits we believe they have to focus in customer relationship management and the correct administration of their database. Our case of study is Joyeria Marthita, a medium familiar jewelry business, with 52 years of history. This medium size company has important advantages against their competitors, like location, well-known designs, market presence, profitability, etc. But also has important weak points and threats, as a raising number of competitors, a low knowledge of their clients and their preferences, a lack of a database and a technologic platform to control income, stock, cash flows, etc. With this thesis we pretend to develop a marketing strategy to be used as a guide for Joyeria Marthita, using CRM and databases as base point to ensure a better market position, higher growth levels, and a closer relationship with their clients.