Plan de marketing mix para la empresa “CABAS” dedicada a la comercialización de prendas de vestir, de la provincia de Loja.
In recent years, marketing has become one of the most discussed topics in the business world, considering it vital for conceiving and executing exchange relationships. In the city of Loja, there is a great diversity of companies, including those dedicated to the sale of casual and formal clothing fo...
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| Format: | bachelorThesis |
| Language: | spa |
| Published: |
2023
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| Subjects: | |
| Online Access: | https://dspace.unl.edu.ec/jspui/handle/123456789/28323 |
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Add Tag | Summary: | In recent years, marketing has become one of the most discussed topics in the business world, considering it vital for conceiving and executing exchange relationships. In the city of Loja, there is a great diversity of companies, including those dedicated to the sale of casual and formal clothing for men and women “CABAS”, which has been operating in the market for about 9 years, which has allowed it to maintain a stable clientele, although in recent years its profitability has decreased. “Marketing mix plan for the company “cabas” dedicated to the commercialization of clothing, of the province of Loja,” was developed from a literature review on the marketing mix plan; from the elaboration of a current situational analysis on marketing plans for the company, and based on both internal and external analyses, and as a result of this, designing an advertising plan, a training program for sales staff. This study was non- experimental aimed at describing the process of analyzing external and internal factors, to establish control over loyalty processes and increase profitability through the use of the marketing mix. The methodology used was a mixed approach, through the application of analytical and integral processes, quantifiable and descriptive data were analyzed, subsequently unifying and questioning the set of information collected to make deductions that formed a clear result of the problem to be solved. It was concluded that it is vitally important to apply a Marketing Mix Plan in a company, whether it is small, medium or large; as it facilitates the implementation of strategies with which not only the development of the company is achieved, but also that of the population in general. |
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