Plan de marketing para el posicionamiento de la microempresa clinica de motos Erazo ubicada en la ciudad de Loja

The objective of this research is to implement a "MARKETING PLAN FOR THE POSITIONING OF THE MICRO-ENTERPRISE "CLINICA DE MOTOS ERAZO" LOCATED IN THE CITY OF LOJA", the same that leads to the growth and development of the company, the same one that was based on three specific objectives. The first objective corresponds to performing an internal and external situational analysis and a competitive analysis to identify strengths, opportunities, weaknesses, and threats that the company has. For the internal diagnosis was built the Internal Factors Matrix through the information obtained from surveys, interviews, and direct observation. For the external diagnosis, the PESTEC analysis was carried out, which made it possible to determine the political, economic, social, technological, ecological, and competitive impact, which provided a clearer picture of the company's current situation. The second objective was based on developing a market study for which a non-probabilistic methodology was used to collect information and determine tastes, preferences, and aptitudes of the company's customers, obtaining a sample of 200 customers where a simple random sampling technique was used. The third objective corresponds to design strategies based on the Marketing Mix, which were proposed taking into account the results of the high impact matrix, where each one was linked to obtaining strategies to be developed in this work. Finally, after the corresponding research, conclusions and necessary recommendations proposed by the author are presented, as well as the bibliography and corresponding annexes

• Autor principal: Vélez Vásquez, Juan Pablo (author)
• Formato: bachelorThesis
• Lenguaje: spa
• Publicado: 2022
• Materias: <ADMINISTRACIÓN DE EMPRESAS>; <MARKETING>; <MICROEMPRESA>
• Acceso en línea: https://dspace.unl.edu.ec/jspui/handle/123456789/25285