Propuesta de un plan de marketing para la fundación desarrollo comunitario sin fronteras en la ciudad de Loja

The objective of the present study is to develop a Strategic Marketing Plan for the Foundation of community development without borders the city of Loja DECOF, himself contributing to improving the service of Decof capturing as many customers and hence improving the profitability of the institution. The main components of the study are: the theoretical framework where the compilation of the theory that served as a complement to give support to research, then the diagnosis that is external to the institution, develops factors were analyzed as the economic, social, political, technological and environmental same that characterize the environment of Loja city and country, and which become possible strengths and opportunities for Decof. Next is the inside diagnosis of the institution, is located where by the field study identified the main strengths and weaknesses that possesses the Foundation; within the study of field watching the interview addressed to the Director of the Decof Foundation, a survey directed to the employees and the clients of the institution, where the data were tabulated, analyzed and represented graphically. With the support of the EFE and EFI matrix, the internal and external information is systematized to then sum it up in the SWOT matrix; through this last strategic objectives that form part of the proposal of the Strategic Plan are developed. Determined four strategic goals aimed to improve the image, service and attract more customers for the Foundation; These were developed containing among their main aspects the problem, goal, goal, strategy, activities, budget and responsible for the execution.

• Autor Principal: Valdez González, Mónica Alexandra (author)
• Formato: bachelorThesis
• Idioma: spa
• Publicado: 2014
• Acceso en liña: http://dspace.unl.edu.ec/jspui/handle/123456789/15035