Strategic Marketing Planning in a Small Enterprise: A Case Study of a Construction Company in El Salvador

DOI

10.2991/aebmr.k.210507.007How to use a DOI?

Keywords

Business and Construction Industry, Small and Medium Enterprises from El Salvador, Strategic Planning, Effective Marketing Strategy, Qualitative Research

Abstract

The selection of strategy for a company is a serious matter and it is going to define whether the company will succeed or fail. For that reason, it is necessary to create a strategic plan that will help a company to fulfill its potential. This paper is a marketing plan for a construction company located in El Salvador. To gather the information necessary, an qualitative research was conducted as well as interviews to support or disprove this study. The results show and suggest the changes that are mandatory to improve the performance of the company and have a more successful business. The data collected can help small and medium companies in El Salvador to create a marketing plan that can help them improve their performance.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Cheng-Lung Li
AU  - Stephanie A. Alvarenga
PY  - 2021
DA  - 2021/05/09
TI  - Strategic Marketing Planning in a Small Enterprise: A Case Study of a Construction Company in El Salvador
BT  - Proceedings of the Ninth International Conference on Entrepreneurship and Business Management (ICEBM 2020)
PB  - Atlantis Press
SP  - 45
EP  - 50
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210507.007
DO  - 10.2991/aebmr.k.210507.007
ID  - Li2021
ER  -