Plan de marketing para la empresa “Créditos Peñita” de la ciudad de Nueva Loja, cantón Lago Agrio, provincia de Sucumbíos

Research on "MARKETING PLAN FOR THE COMPANY" CREDITS PEÑITA "CITY OF NEW Loja, Lago Agrio, Sucumbios province" was developed with the general objective to develop a strategic marketing plan in order to improve the development economic and competitive microenterprise. For the implementation of this project methods and techniques that made possible the collection of information necessary to support the study conducted were used. It began with the assessment of the external environment of the company, where general factors such as political, legal, environmental, and technological economic environment is discussed further 5 forces of Porter, as a result of the evaluation analyzed the entity obtained a 2.60 rating in its external environment, a figure that indicates that the organization is above average in its effort to respond efficiently the opportunities to counteract the effects of external threats. Then the internal analysis was conducted to analyze through the interview the manager and employee and customer surveys weighted total of 2.15 was established, indicating that the organization is weak internally, so that every effort should be made to leverage the strengths and reduce the incidence of weaknesses. With the information collected SWOT Matrix developed in the same strengths, weaknesses, opportunities and threats of the appliance company "Credits Penita" is summarized. Moreover High impact matrix where seven strategies to improve the competitive position of the entity, the main breakdown was built: Implement the "Renova Plan" where old appliances receive as part payment; establish agreements with the state to form part of the plan to replace gas cookers induction. Consecutively the discussion of results thereof containing the stated strategic objectives set for the company, contained in operational plans where objectives are identified, policies, tactics, and budget for each of the proposed strategic objectives was performed. The estimate for the implementation of the proposed amount is $ 16,840.00 investment that will improve the competitive position of Commercial Penita. Finally recommended plan outlays of expenditure according to the financial capacity of the entity, not to resort to financing and avoid increasing the cost of implementation of the plan

• Autor principal: Jumbo Carpio, Sonia Carmita (author)
• Format: bachelorThesis
• Idioma: spa
• Publicat: 2015
• Matèries: MARKETING; EMPRESA COMERCIAL; ELECTRODOMÉSTICOS; COMERCIALIZACIÓN
• Accés en línia: http://dspace.unl.edu.ec/jspui/handle/123456789/8486