Plan Estratégico de Marketing para la Ferretería “DISCA” de la Ciudad de Loja, Periodo 2018-2021

The present investigation on the subject "Strategic Plan of Marketing for the hardware store" DISCA "of the city of Loja, Period 2018-2021", has like main objective to elaborate a strategic plan of marketing for the ironmonger DISCA of the city of Loja, period 2018-2021, in order to improve the current situation of the hardware store; for which the inductive, deductive, descriptive-analytical method was used in which it allowed to analyze all historical facts, general knowledge of strategic marketing plan, collection and tabulation of information that the hardware store has had; The current situation of the hardware store was also analyzed, in order to propose the plan for the future with new strategies and improvements for the DISCA hardware store. In relation to the techniques an interview was applied to the owner of the hardware store to know the relevant aspects of the hardware store, a census to the employees that are currently 6 and a survey to the fixed clients that applying the condensed formula for finite populations was applied to 240 customers. With the analysis of all this information collected, we had a reliable view of the current situation of the company, being able to develop the matrix of evaluation of external factors (EFE), and the matrix of evaluation of internal factors (EFI). With the data obtained in the EFE matrix, EFI allowed us to determine the SWOT in which the strengths, opportunities, weaknesses and threats are found, after which the high impact matrix is made, which is the combination of FO, FA, DA, DO that it serves to improve the internal aspects strengthening the strengths, thus reducing the threats; and external factors taking advantage of opportunities and neutralizing weaknesses. The strengths are: Good teamwork, Variety of products, Provides discounts to your customers, Affordable prices for your customers. The weaknesses: Lack of dissemination of the corporate image of the hardware store, small exhibition venue, lack of a promotion plan, slow accounting system, 5 inadequate inventory control, poor home delivery service, delay in dispatching customers. The opportunities are: Acquire new products, Variety of suppliers, Cover the entire local market. And the threats are: Increase in tariffs, Substitute products, and High index of competitors The proposal of the strategic marketing plan consists of four objectives, which contribute to the improvement of the current situation of the hardware store. The first strategic objective is: To implement a promotion plan with the purpose of attracting and retaining customers with a financing of 1,422.35 dollars, which will be developed as of 2018; The second objective is to establish specialized training programs in customer service, customer service and sales for staff, allowing them to have a better job performance, financing is $ 700; The third objective is to improve the merchandising to obtain a better location of the products on the hangers, a budget of $ 2,702 is required; and the fourth objective is: Design an advertising program in order to publicize the products offered by the hardware store, requires a budget of $ 7,705. It is concluded that the total budget required to implement the strategic marketing plan is $ 12,529. It is recommended: put into practice the strategic marketing plan, and that the manager must be permanently informed of the changes that occur in the external and internal environment.

• Autor Principal: Puglla Fernández, Lourdes Edita (author)
• Formato: bachelorThesis
• Idioma: spa
• Publicado: 2018
• Subjects: ADMINISTRACIÓN DE EMPRESAS; MARKETING
• Acceso en liña: http://dspace.unl.edu.ec/jspui/handle/123456789/20886