Plan estratégico de marketing para la empresa Innova Cell de la ciudad de Zumba, para el periodo 2022 - 2027.

The main objective is to develop an effective strategic marketing plan for the company INNOVA CELL, in Zamora Chinchipe province, Chinchipe canton, Zumba parish, in order to increase customer demand and product coverage. Each of the methods and techniques used in this study allowed analyzing the internal and external factors of the company. The manager interview and the internal and external customer surveys also made it possible to carry out an internal diagnosis of the situation. An external analysis was prepared to identify the opportunities and threats facing the company in terms of economic, political, social, environmental and technological factors. Using PORTER's five forces and the EFE matrix to analyze the results, it was determined that opportunities outweigh threats by 2.55. To conduct an internal analysis of the company, the manager was interviewed, two internal clients were surveyed, and 188 external clients were surveyed. The results of the weighting of factors in the EFI matrix were 2.53, indicating that the strengths outweigh the weaknesses in the company. With the help of the high impact matrix, the four variables were crossed, to identify strategies and objectives through FO, DA, DO and FA analysis. It was discovered that there were four strategic objectives, which will be applied in order to realize our proposal. The cost of implementing and developing these strategic objectives is $15,545. Once the study was completed, it was possible to draw the conclusion that the company's strengths outweigh its weaknesses and that it has good opportunities, which allows it to reduce the threats. Key words: Strategic plan, marketing, SWOT, strategies.

• Autor principal: Celi Camacho., Mayra Nataly (author)
• Formato: bachelorThesis
• Idioma: spa
• Publicado em: 2023
• Assuntos: <PLAN ESTRATÉGICO>< MARKETING>< FODA>< ESTRATEGÍAS>
• Acesso em linha: https://dspace.unl.edu.ec/jspui/handle/123456789/27287