Plan de marketing para mejorar el posicionamiento de la cooperativa de ahorro y crédito Agrícola Junín
The purpose of this research was to propose a marketing plan at Junín Agricultural Cooperative, in order to achieve a sustainable positioning in the market, its execution contemplated three stages: in the first instance to establish a situational analysis, which, derived in an In-situ study, for whi...
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| Format: | bachelorThesis |
| Idioma: | spa |
| Publicat: |
2019
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| Matèries: | |
| Accés en línia: | http://repositorio.espam.edu.ec/handle/42000/1175 |
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Afegir etiqueta | Sumari: | The purpose of this research was to propose a marketing plan at Junín Agricultural Cooperative, in order to achieve a sustainable positioning in the market, its execution contemplated three stages: in the first instance to establish a situational analysis, which, derived in an In-situ study, for which it was necessary to apply the observation and an interview to the managers, generated the respective SWOT, EFE and EFI analysis; after that, a market study was carried out where, the members of the cooperative and the PEA of Junín canton were studied, using the survey technique; followed by the processing of the information generated in the previous phases, the improvement of the current conditions of the cooperative is proposed, implementing a Marketing proposal given the deficiency of the plan for the acquisition, promotion and publicity, current of the organization. This proposal proposes an investment of $37,135.64, in order to execute reorientation strategies aimed at marketing and promotion with an investment of $7027.40; defensive strategies, where upgrade plans will be improved and the portfolio of partners increased (investment of $14,798.24); regarding offensive strategies, the technological update and establishment of agreements with a budget of $14,300.00 are planned; in addition, survival strategies are related to the improvement of marketing conditions and planning, requiring a budget value of $1010.00; In conclusion, the established planning aims to provide a comprehensive solution to the detected shortcomings. |
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