Plan de marketing para el posicionamiento de la compañía de transporte Broncano Hurtado S.A. en la ciudad de Guaranda, provincia Bolívar, periodo 2023–2027
This research study aimed to design a marketing plan as a tool to elevate the company's positioning. In this task, it began with a statement of the problem, which facilitated the formulation, justification and definition of the objectives of the study. Then, the theoretical framework was addres...
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| Format: | bachelorThesis |
| Sprog: | spa |
| Udgivet: |
2024
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| Online adgang: | https://dspace.ueb.edu.ec/handle/123456789/6780 |
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Tilføj Tag | Summary: | This research study aimed to design a marketing plan as a tool to elevate the company's positioning. In this task, it began with a statement of the problem, which facilitated the formulation, justification and definition of the objectives of the study. Then, the theoretical framework was addressed, which covered conceptual and legal aspects, deepening the understanding of the variables in question. Subsequently, the methodology to carry out the project was designed. This methodology was based on qualitative-quantitative approaches, of a descriptive nature. Data collection was carried out through surveys directed at both customers and employees of the company. In addition, an interview was conducted with the company manager to obtain relevant information about its operation. The results obtained revealed that the company lacks an effective marketing plan. In order to validate the research hypothesis, a chi square test was applied using the SPSS v.25 statistical software, which led to the acceptance and confirmation of the proposed hypothesis. Finally, a detailed proposal is presented for the creation of an appropriate marketing plan that can be implemented in the company. |
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