Plan de marketing para la ferreteria “Ferrolago” de la ciudad de Lago Agrio, provincia de Sucumbíos, periodo 2013-2014

The present thesis project called "MARKETING PLAN for hardware “FERROLAGO" of the City Lake AGRIO, province of SUCUMBIOS, period 2013-2014", consists of determining a strategic marketing plan that fosters the development and growth of the company under study, said strategic plan, is aimed to promote effectively the services of the company, which has been performed starting from determining the sample size for the collection of important data by applying from 379 surveys of external clients and internal clients 11, also an interview with the owner manager of the hardware. The methodology used in the whole process of this research were used methods, scientific, analytical, deductive, inductive, descriptive, analytic–synthetic; Likewise, resorted to the use of the following techniques: observation, interview, survey and sampling. The development of this research work dealt with several issues that were determined in the following manner: situational analysis of the hardware which allowed a clear view of the current reality of hardware, analysis the macro environment or external hardware, so of the following factors were analyzed: economic, Social, political, technological, similarly analyzed Porter's 5 forces whose 2.81 weighted result, that in the company take advantage of the opportunities and minimize the threats could be established, similarly proceeded to perform the analysis internal so applied an interview with Mr Manager and a series of surveys to external customers and internal support was this information to determine the matrix EFI shows us that the weighted result is 2,77 which shows that the company leverages its strengths and minimizes its weaknesses. Once both internal and external arrays was developed the SWOT matrix, which determines the strengths, opportunities, weaknesses and most relevant threats that the company study, this SWOT matrix served for the construction of high-impact matrix; and technical determination of the crosses FO-FA-DO-DA, these strategies were determined the strategic objectives, which became the importance of operating plans that in its structure constitute of follows, goal, strategy, politics, tactics, activities, time, budget, Manager and expected results. The elaboration of operational plans designed for each strategic objective is to complement the implementation of the present Plan of Marketing. Al finishing the working the conclusions are which has been reached and through them to the respective recommendations are given to the company under study.

• Main Author: Tenesaca Tacuri, José Rene (author)
• Format: bachelorThesis
• Language: spa
• Published: 2014
• Online Access: http://dspace.unl.edu.ec/jspui/handle/123456789/15037