Marketing Plan for the tourism furniture segment at UEB Muebles Ludema
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Abstract
This research highlights the leadership of the Ludema Muebles Base Business Unit in the
production of high-quality furniture for the tourism sector, contributing to the strengthening of
productive chains at the national level. Despite its success, it faces the challenge of expanding
sales and generating more foreign currency. To address this, a comprehensive marketing plan
has been developed. The diagnosis of the entity, carried out using tools such as PESTEL Analysis
and SWOT analysis, guided the design of the marketing plan. The objective is to consolidate and
expand the position of Muebles Ludema in the tourism industry, contributing to the sustainable
growth and economic development of the country.
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