Plan de marketing para el mejoramiento de la gestión del hospital del día San Patricio, de la ciudad de Guaranda, Bolívar, año 2023

The objective of this degree work is the elaboration of a Marketing Plan for the improvement of the management of the "San Patricio" Day Hospital in the city of Guaranda, province of Bolivar. The method implemented during the study was deductive and analytical, using data collection tools such as an interview with the general director, and surveys directed to employees and users of the "San Patricio" Day Hospital, allowing the identification of the main variables for the research. Also through the application of study matrices such as; internal factors matrix, SWOT matrix, PESTEL matrix and Michael Porter's 5 Forces matrix that allow the analysis of external factors. The Marketing Plan proposal is based on the development of strategies based on the results of the matrices, which help to identify the shortcomings of the Hospital's internal and external problems, which will be resolved as decisions are made on the strategies proposed, and I know that the implementation of each of the activities presented in the proposal is fulfilled. It is recommended that each of the strategies be considered, since they are developed for the benefit of the Hospital, under an intense study of its internal and external factors, leading to the conclusion that certain changes should be considered within its management, to achieve the proposed objectives. Keywords: Marketing Plan, Strategies, Internal/External Factors, Proposal.

• Autor Principal: Mariño Gavilanez, Karla Daniela (author)
• Outros autores: Orellana Navas, Miguel Ángel (author)
• Formato: bachelorThesis
• Idioma: spa
• Publicado: 2023
• Subjects: Plan de Marketing; Estrategias; Factores Internos; Factores Externos; Propuesta.
• Acceso en liña: https://dspace.ueb.edu.ec/handle/123456789/5812