Plan de marketing para el almacén de electrodomésticos La Bahía en la ciudad de Nueva Loja, cantón Lago Agrio, provincia de Sucumbíos, para el año 2017

The general objective of this study is to "Elaborate the Marketing Plan for the warehouse of household appliances La Bahía, of the city of Lago Agrio, province of Sucumbíos, for the year 2017", whose purpose is to boost its growth and development, through the development of strategies to improve the competitive position of the warehouse. In order to carry out the field study, the deductive, inductive, analytical, synthetic, and statistical methods were used, and to collect information from the internal environment, primary sources were used using interview techniques and surveys, considering that the warehouse has 18 clients internal and 800 external clients according to the information provided by the manager, of the latter, a sample of 260 people was determined. The process was initiated with the situational diagnosis for which the data collection techniques were applied, through which the data that support the study of the internal environment were obtained, while for the analysis of the external environment, sources of secondary data, collecting information from web pages, books and the written press. From the analysis, the critical factors of success were identified by classifying them into opportunities, threats, strengths and weaknesses; which were later weighed resulting in the result that the store in its internal environment stand out the strengths against the weaknesses since it was determined a weighted rating of 2.75 and in the external environment it is evident that the opportunities are superior to the threats since the score is 2.55. To address the threats and weaknesses and strengthen the strengths taking advantage of the opportunities, six strategic objectives were outlined, outlining the action plans and establishing the indicators that will allow quantifying the results obtained. Finally, it was established the budget that requires the execution of the strategic objectives raised amounting to $ 17,898.00. Conclusions and recommendations were determined to achieve an adequate implementation of the proposal.

• Autore principale: Pérez Benavides, Silvia Patricia (author)
• Natura: bachelorThesis
• Lingua: spa
• Pubblicazione: 2017
• Soggetti: ADMINISTRACIÓN DE EMPRESAS; PLAN DE MARKETING
• Accesso online: http://dspace.unl.edu.ec/jspui/handle/123456789/19668