Elaboración de un plan estratégico de marketing para la sucursal de la empresa importadora Sonib en el cantón La Concordia en el periodo 2013 – 2015

In the present investigation has been raised as a general goal the development of this work entitled "DEVELOPING A MARKETING PLAN FOR ENTERPRISE BRANCH IN CANTON IMPORTER SONIB CONCORD IN THE PERIOD 2013-2015", the same furnish with valuable knowledge for the Company Importer SONIB. In paragraph (e) of materials and methods other methods of the Inductive method was used were determined, allowed to establish the reality found in the company Importer SONIB from the particular to the general, the statistical method, facilitated tabulating surveys applied to business customers SONIB Importer and employees and manager of the company; within the techniques allowed to apply a survey to customers, employees and interview the manager of the company, under these conditions the data they collaborated to develop the strengths, weaknesses, opportunities and threats, always relying on field research in the SWOT matrix design. In paragraph (f) of the external analysis results were performed in the frame of the evaluation matrix External Factors, once the weighting assigned to each of the external factors influencing the company Importer SONIB, the result was obtained 2.60 weighted. The results are added. The total weighted value can not be greater than 4. The weighted average value is 2.60. A total weighted value May to 2.5 indicates that the company responds well to the opportunities and threats, while a weighted value less than 2.5 indicates that you are not taking advantage of opportunities and threats can do much damage. The weighted total is 2.60, indicating that the company is taking advantage of some opportunities and threats that may harm if not potentiate opportunities. According to the result of the Evaluation Matrix internal company factors Importer SONIB, determined as weighted result of 2.45; means that the company exists a predominance of strengths of weaknesses; therefore company has no internal problems that may interfere with the growth thereof and having a normal development in the local market. In paragraph (g) Discussion by High Impact Matrix, four strategic objectives, which we were raised, improve the system of payments for customers of the importing through a cumulative score card for purchases and plans cumulative, improve customer service by implementing billing Increase positioning the company through a new company image; and Attract new markets to increase sales and improve profits all these objectives have a total budget of $ 6067.00 US dollars for compliance. Finally in paragraphs (h) and (i) has come to determine the conclusions and recommendations based on market analysis and the proposed recommendations should be made against the implementation of the Marketing Plan

• Autor principal: Sanmartín Masa, Mayuri Eugenia (author)
• Format: bachelorThesis
• Idioma: spa
• Publicat: 2015
• Matèries: PLAN ESTRATÉGICO; MARKETING; ELECTRODOMÉSTICOS; PROVEEDORES
• Accés en línia: http://dspace.unl.edu.ec/jspui/handle/123456789/8398