Implementación de un Plan de Negocios para Lubricentro “Los Pinos”, para mejorar su posicionamiento en el mercado de la ciudad de Riobamba, en el año 2015.

This research deals with the implementation of a business plan for LUBRICENTRO "LOS PINOS". The objective is to improve its positioning in the lubrication market in the city of Riobamba during the year 2015. This study is experimental, considering that through the application of a business plan which will help to improve the positioning of Lubricentro "Los Pinos"; this will show the effect of one variable on the other. The Inductive Scientific Method was applied which reaches general conclusions starting from particular hypotheses or antecedents. It is usually based on the observation and experimentation of concrete facts and actions in order to arrive at a resolution or general conclusion about them; this process begins with the data and ends in a theory, therefore, it can be said that it ascends from a particular to a general. Thus, it can determine which factors prevent Lubricentro Los Pinos from positioning itself in this particular market. A business plan was created which included: an organizational, an operational, and a marketing strategy. In addition, a financial plan and projection data was also designed and implemented. The results were able to show and identify problematic areas, as well as responsibilities and operational values necessary to increase its positioning. Subsequently, it was also determined to be a business that allows recovery of investment in the medium term. As a result, the business plan was an effective tool to increase Lubricentro's market positioning and improve its management.

• Autor principal: Parra Cisneros, Franklin Arnaldo (author)
• Format: masterThesis
• Idioma: spa
• Publicat: 2017
• Matèries: posicionamiento; mercado
• Accés en línia: http://dspace.unach.edu.ec/handle/51000/3478