Plan estratégico de marketing para la empresa importadora de repuestos para maquinaria pesada “importrack. S.a.” de la ciudad de Loja

This research on "STRATEGIC MARKETING PLAN FOR IMPORTING COMPANY PARTS HEAVY "IMPORTRACK. SA" Loja CITY" was held in the city of Loja, with the overall objective of developing a marketing plan in order to improve the economic and competitive development of the company and this includes: Summary-. Corresponding to a summary of the relevant parts of the thesis. Introduction-. Instruments on the importance of the subject under investigation, by which a comprehensive understanding of all the work done will be highlighted. Literature review - This consists of citations containing theoretical contexts for strategic marketing plan, including: concepts and importance of the issues most commonly used in this work. Materials and Methods - In which the methods are detailed. Deductive, inductive, descriptive techniques such as direct observation, interview, and survey procedures used in the investigation that led to collect the necessary information to determine facts and phenomena that occur in the business environment and to identify the key internal and external issues affecting the same , the same that have prevented normal solvency and development. Results. - In which part detailing the internal and external analysis IMPORTING COMPANY FOR PARTS HEAVY "IMPORTRACK. SA" Loja CITY", beginning with his situational analysis, analyzing the marketing mix of the same and then a SWOT analysis of the company, in which the internal factors such as the Strengths and Weaknesses giving a value determined was performed weighted 2.98 and the external factors are the Threats and Opportunities to give a weighted value of 2.72, then the array of high-impact criteria and assessment with their respective percentages are performed. Discussion-. Proposal Strategic Marketing Plan was developed in which to improve the business of the company with its strategic targets. Conclusions -. More important to their research. Recommendations-. Most important positions obtained during the application of analysis of all the research work, so that the manager takes corrective measures for your business is described. Bibliography.- It's the part where you have to know the sources of information used in the development of this work and last are the Annexes.

• Autor Principal: Luzuriaga Álvarez, Livia Patricia (author)
• Formato: bachelorThesis
• Idioma: spa
• Publicado: 2014
• Acceso en liña: http://dspace.unl.edu.ec/jspui/handle/123456789/15088