Elaboración de un Plan Estratégico de Marketing para la Empresa La Casa del Muelle, en la Ciudad de Loja

The overall objective of the present study is intended to develop the marketing plan for the company the House of the spring in the city of Loja; (to achieve this goal we proceeded to make the following methodology: 1) was conducted Diagnostics of the internal situation (in this case was an interview managers and employees) and external (customers) of the company; (2) was carried out an identification and evaluation of internal and external factors of the company the House of spring; (3) elaboration of the proposal of strategic planning, marketing considered plan of action for the company. To get to comply with the present research is needed different methods as the dialectic, inductive and deductive; and techniques such as direct observation, interview and survey, which allowed to obtain and process information for this job. The information was obtained it through the interview the Manager and 7 employees of the company, another for the 316 external clients, a survey in the same manner was direct observation, in which the situation in the company was seen. Is made the diagnosis of the macro of it company taking as reference the analysis PEST and them Five Force of Porter, based on the information obtained of the analysis of them factors external is could determine that it greater opportunity that has it company is it diversity of suppliers of spareparts Automotive in them cities Guayaquil and Cuenca, and the greater threatens is the sale of spare parts used to low prices. Subsequently is developed the diagnosis internal of the company, in which are analyzed the Marketing Mix, according to the analysis of them factors internal them strengths are: spare parts and accessories automotive of good quality and guaranteed to prices competitive, good location of the company; and those weaknesses more strong are the lack of advertising and promotions. With the information obtained is built it matrix FODA that allowed identify them objectives strategic that is applied in the company. The first objective is design the philosophy business for LA CASA DEL MUELLE, the same that will consist of mission, vision, values and principles; which will have a cost of $355,00. The second objective is expand the line of spare parts Automotive taking advantage of the diversity of suppliers that exist, which will have a cost of $10.295,00. The third objective is to develop a plan of training and training for the staff of the company, in order to improve the customer service, which will cost $2.195,00. He fourth objective is develop a campaign advertising in them means local and networks social to give to know the company and increase customers, which has a cost of $1.700,00.The fifth objective is to design a promotion plan that allows to increase the sales of spare parts, the cost will be $3.300,00. In general, the Plan strategic of Marketing is designed for five years and maintains a cost total of investment of USD 17.845,00 dollars. Finally, is recommended to the Manager of it company apply it proposed presents since them data collected in the present work are exclusive of it company LA CASA DEL MUELLE and evidence it situation real of the same, which will allow position to the company in the market.

• Главный автор: Vaca Llivigañay, Jessica Fernanda (author)
• Формат: bachelorThesis
• Язык: spa
• Опубликовано: 2016
• Предметы: ADMINISTRACIÓN DE EMPRESAS; PLAN ESTRATEGICO DE MARKETING; ELABORACIÓN DE PLAN ESTRATEGICO; MARKETING
• Online-ссылка: http://dspace.unl.edu.ec/jspui/handle/123456789/17433