Plan de marketing para el comercial Le Gino ubicado en Chone
The objective of this investigation is to design a marketing plan to strengthen the positioning in the market of the commercial Le Gino in the city of Chone, taking into account the specific objectives, a situational diagnosis of the current state of the commercial in which it was executed was carri...
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| Formato: | bachelorThesis |
| Idioma: | spa |
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2023
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| Acesso em linha: | http://repositorio.espam.edu.ec/handle/42000/2187 |
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| author | Espinoza Basurto, Kenya Jasmín |
| author2 | Solórzano Mera, Tania Lisseth |
| author2_role | author |
| author_facet | Espinoza Basurto, Kenya Jasmín Solórzano Mera, Tania Lisseth |
| author_role | author |
| collection | Repositorio Escuela Superior Politécnica Agropecuaria de Manabí |
| dc.contributor.none.fl_str_mv | Piloso Chávez, Karen Johana |
| dc.creator.none.fl_str_mv | Espinoza Basurto, Kenya Jasmín Solórzano Mera, Tania Lisseth |
| dc.date.none.fl_str_mv | 2023-08-01T15:47:02Z 2023-08-01T15:47:02Z 2023-07 |
| dc.format.none.fl_str_mv | 95 p. application/pdf |
| dc.identifier.none.fl_str_mv | http://repositorio.espam.edu.ec/handle/42000/2187 |
| dc.language.none.fl_str_mv | spa |
| dc.publisher.none.fl_str_mv | Calceta: ESPAM MFL |
| dc.rights.none.fl_str_mv | Atribución-NoComercial-SinDerivadas 3.0 Ecuador http://creativecommons.org/licenses/by-nc-nd/3.0/ec/ info:eu-repo/semantics/openAccess |
| dc.source.none.fl_str_mv | reponame:Repositorio Escuela Superior Politécnica Agropecuaria de Manabí instname:Escuela Superior Politécnica Agropecuaria de Manabí instacron:ESPAM |
| dc.subject.none.fl_str_mv | Marketing mix Estrategias Posicionamiento Mercado Clientes |
| dc.title.none.fl_str_mv | Plan de marketing para el comercial Le Gino ubicado en Chone |
| dc.type.none.fl_str_mv | info:eu-repo/semantics/publishedVersion info:eu-repo/semantics/bachelorThesis |
| description | The objective of this investigation is to design a marketing plan to strengthen the positioning in the market of the commercial Le Gino in the city of Chone, taking into account the specific objectives, a situational diagnosis of the current state of the commercial in which it was executed was carried out. the interview with the person in charge of the commercial, learning more about the business situation, which allowed the realization of the SWOT matrix of the commercial; internal and external analysis; the analysis of the external factors evaluation matrix and the internal factors matrix, in which it was considered that the business is above average, this because it takes advantage of opportunities in 1.67 surpassing threats of 0.91 and strengths have a value of 2.35, minimizing weaknesses with 0.44, respectively in both matrices and the analysis of Porter's 5 forces. In the same way, a market study was carried out in which the sample size of the population was determined for the application of the survey to a total of 278 people, in addition, the data obtained from said survey were tabulated and graphically represented with its respective analysis for a better understanding, knowing that 90.90% of the population has consumed commercial products. And finally, the action plan was proposed, detailing the strategic objectives and strategies based on the marketing-mix with its activities so that the proposed objectives are met. |
| eu_rights_str_mv | openAccess |
| format | bachelorThesis |
| id | ESPAM_5f05e31441f372d1bcafb67dc7a62712 |
| instacron_str | ESPAM |
| institution | ESPAM |
| instname_str | Escuela Superior Politécnica Agropecuaria de Manabí |
| language | spa |
| network_acronym_str | ESPAM |
| network_name_str | Repositorio Escuela Superior Politécnica Agropecuaria de Manabí |
| oai_identifier_str | oai:repositorio.espam.edu.ec:42000/2187 |
| publishDate | 2023 |
| publisher.none.fl_str_mv | Calceta: ESPAM MFL |
| reponame_str | Repositorio Escuela Superior Politécnica Agropecuaria de Manabí |
| repository.mail.fl_str_mv | . |
| repository.name.fl_str_mv | Repositorio Escuela Superior Politécnica Agropecuaria de Manabí - Escuela Superior Politécnica Agropecuaria de Manabí |
| repository_id_str | 0 |
| rights_invalid_str_mv | Atribución-NoComercial-SinDerivadas 3.0 Ecuador http://creativecommons.org/licenses/by-nc-nd/3.0/ec/ |
| spelling | Plan de marketing para el comercial Le Gino ubicado en ChoneEspinoza Basurto, Kenya JasmínSolórzano Mera, Tania LissethMarketing mixEstrategiasPosicionamientoMercadoClientesThe objective of this investigation is to design a marketing plan to strengthen the positioning in the market of the commercial Le Gino in the city of Chone, taking into account the specific objectives, a situational diagnosis of the current state of the commercial in which it was executed was carried out. the interview with the person in charge of the commercial, learning more about the business situation, which allowed the realization of the SWOT matrix of the commercial; internal and external analysis; the analysis of the external factors evaluation matrix and the internal factors matrix, in which it was considered that the business is above average, this because it takes advantage of opportunities in 1.67 surpassing threats of 0.91 and strengths have a value of 2.35, minimizing weaknesses with 0.44, respectively in both matrices and the analysis of Porter's 5 forces. In the same way, a market study was carried out in which the sample size of the population was determined for the application of the survey to a total of 278 people, in addition, the data obtained from said survey were tabulated and graphically represented with its respective analysis for a better understanding, knowing that 90.90% of the population has consumed commercial products. And finally, the action plan was proposed, detailing the strategic objectives and strategies based on the marketing-mix with its activities so that the proposed objectives are met.La presente investigación tiene como objetivo diseñar un plan de marketing para el fortalecimiento del posicionamiento en el mercado del comercial Le Gino de la ciudad de Chone, tomando en consideración los objetivos específicos se realizó un diagnóstico situacional del estado actual del comercial en el que se ejecutó la entrevista a la encargada del comercial conociendo más acerca de la situación del negocio, lo que permitió la realización de la matriz FODA del comercial; el análisis interno y externo; el análisis de la matriz de evaluación de factores externos y la matriz de factores internos, en la cual se consideró que el negocio está por encima del promedio, esto debido a que aprovecha las oportunidades en 1.67 superando las amenazas de 0.91 y las fortalezas tienen un valor de 2.35 minimizando las debilidades con el 0.44, respectivamente en ambas matrices y el análisis de las 5 fuerzas de Porter. De la misma manera se ejecutó un estudio de mercado en el cual se determinó el tamaño de la muestra de la población para la aplicación de la encuesta a un total de 278 personas, además los datos obtenidos de dicha encuesta se tabularon y representaron gráficamente con su respectivo análisis para una mejor compresión, conociendo que el 90,90% de la población ha consumido productos del comercial. Y por último se propuso el plan de acción donde se detalla los objetivos estratégicos y las estrategias basadas en el marketing-mix con sus actividades para que se cumpla con los objetivos planteados.Calceta: ESPAM MFLPiloso Chávez, Karen Johana2023-08-01T15:47:02Z2023-08-01T15:47:02Z2023-07info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/bachelorThesis95 p.application/pdfhttp://repositorio.espam.edu.ec/handle/42000/2187spaAtribución-NoComercial-SinDerivadas 3.0 Ecuadorhttp://creativecommons.org/licenses/by-nc-nd/3.0/ec/info:eu-repo/semantics/openAccessreponame:Repositorio Escuela Superior Politécnica Agropecuaria de Manabíinstname:Escuela Superior Politécnica Agropecuaria de Manabíinstacron:ESPAM2023-08-02T08:00:22Zoai:repositorio.espam.edu.ec:42000/2187Institucionalhttps://repositorio.espam.edu.ec/Universidad públicahttp://www.espam.edu.ec/https://repositorio.espam.edu.ec/oai.Ecuador...opendoar:02025-08-03T05:13:14.041035Repositorio Escuela Superior Politécnica Agropecuaria de Manabí - Escuela Superior Politécnica Agropecuaria de Manabítrue |
| spellingShingle | Plan de marketing para el comercial Le Gino ubicado en Chone Espinoza Basurto, Kenya Jasmín Marketing mix Estrategias Posicionamiento Mercado Clientes |
| status_str | publishedVersion |
| title | Plan de marketing para el comercial Le Gino ubicado en Chone |
| title_full | Plan de marketing para el comercial Le Gino ubicado en Chone |
| title_fullStr | Plan de marketing para el comercial Le Gino ubicado en Chone |
| title_full_unstemmed | Plan de marketing para el comercial Le Gino ubicado en Chone |
| title_short | Plan de marketing para el comercial Le Gino ubicado en Chone |
| title_sort | Plan de marketing para el comercial Le Gino ubicado en Chone |
| topic | Marketing mix Estrategias Posicionamiento Mercado Clientes |
| url | http://repositorio.espam.edu.ec/handle/42000/2187 |