ELABORACIÓN DE UN PLAN DE MARKETING PARA LA EMPRESA “CEDEINFOR” DE LA CIUDAD DE LOJA

This research has the general objective develop a "MARKETING PLAN FOR THE COMPANY," CEDEINFOR "CITY OF LOJA" that may lead to the development and growth of the company. Which further it comprises specific objectives that will enable them to develop a comprehensive and competitive external analysis, internal analysis and to determine the current status of the company. Theoretical support for the development of research, it was based on a theoretical framework with issues related to research; moreover it required the help of a methodology that enabled a systematic order of each investigative process, using interviews applied to key informants company as a manager, director, accountant, accounting clerk and chief marketing; surveys of customers of the company and attract observation guides allowing accurate and timely information for analysis and interpretation of results information. The main findings of the study were: in the external analysis was obtained as a result the EFE matrix, there are 12 opportunities where higher value are implementing new technologies, growth of Internet use, reduced country risk, growth foreign investment, minimum wage increase, decrease unemployment and underemployment; threats are 6 higher value investment growth of the public education sector, barriers to entry, giving a 2.86 weighted result of higher than average. In the competitive analysis is obtained as a result the PC matrix, the company is in third place with a weighted value of 2.60 against its major competitors like the Fine Tuned English Language Institute and the Canadian House Center Loja, taking weaknesses as the brand image, market share, advertising, infrastructure and creativity. The internal analysis was obtained as a result the EFI matrix with 10 strengths, higher value affordable prices, has business 5 philosophy, customer satisfaction, collection system customers, personalized instruction and services with quality standards, and 7 weaknesses the most value, does not have a marketing plan, not permanent sales force, market position of 11%, with a weighting of 2.70 in which we must work to overcome the weaknesses. Based on all analyzes proposed marketing plan is developed with the aim of providing the necessary information to the company for technical improvement in the rational use of resources required for each proposed strategic objective. To achieve the plan, four strategic objectives were established: (SO1: Increase the percentage of sales by 50% in the period 2017); (SO2: Improve the quality of service provided by the company); (SO3: Improve the position of the company in the market by 30%); (SO4: Extend market share by 50% in 2017%) The overall marketing plan implementation budget is $ 5,085.80 American dollars. As a final section conclusions and recommendations have been noted based on the objectives and our study are presented, the same that will be brought to the attention of managers in the company in the near future to implement the project

• Hlavní autor: Elizalde Cabrera, Roger Xavier (author)
• Médium: bachelorThesis
• Jazyk: spa
• Vydáno: 2017
• Témata: ADMINISTRACIÓN DE EMPRESAS; PLAN DE MARKETING; SERVICIOS EDUCATIVOS; MARKETING
• On-line přístup: http://dspace.unl.edu.ec/jspui/handle/123456789/18409