Plan de Comercialización para la Clínica Odontológica de la Empresa Pública “La Nacional de Loja-EP”

A marketing plan is essential for any business or company, as it plays a fundamental role in the success and growth of the organization, given that technological means are used to interact and connect with customers, this research work has the general objective to develop a Marketing Plan for the Dental Clinic of the Public Company "La Nacional de Loja-EP." The research work was based on a quantitative methodology, employing a deductive approach and adopting an exploratory, descriptive, and cross-sectional research design. The study population consisted of the university community and families in Loja city. Through a structured survey and the application of random probabilistic sampling, 687 respondents from the university community were selected, among them, only 16.45% have visited and used the services of the UNL dental clinic. Additionally, 400 respondents were chosen from families in Loja city, with only 19.8% having knowledge about the UNL dental clinic. The results were processed using tables and frequency graphs, revealing that overall, they lack awareness of the presence of the dental clinic. Through the development of both the ANSOFF matrix and the SWOT matrix, the research work aimed to analyze the situation, the Macro strategy was determined, indicating the proposal for the implementation of strategies using digital tools for the creation of organic content on various social media platforms such as Facebook, Instagram, and Tiktok. Additionally, micro-strategies, tactics, and activities were defined for the marketing plan proposal.

• Үндсэн зохиолч: Jiménez Cumbajin, Kevin Alexander (author)
• Формат: bachelorThesis
• Хэл сонгох: spa
• Хэвлэсэн: 2024
• Нөхцлүүд: ADMINISTRACION DE EMPRESAS; EMPRESA PUBLICA; LOJA; REDES SOCIALES
• Онлайн хандалт: https://dspace.unl.edu.ec/jspui/handle/123456789/28910