Plan de Marketing Para La Asociación Artesanal Las Delicias Del Triunfo, del cantón Pastaza, provincia de Pastaza, para el año 2015

This research was conducted in the artisan "The delights of Triunfo" in the Pastaza City, province of Pastaza, in 2015, in order to develop a marketing plan that allows products in the local market and increase adverstising and publication of the products offered by the Association. The research is supported with the use of the scientific method, inductive, deductive, statistical and analytical, an interview was also applied to the Administrator of the Association, two analysis was directed to the 284 external and 20 internal customers, so that collect vital information which allows the association to analyse and dertermine their strengths and weaknesses existing in the structure and functioning. Diagnostics of the external analysis which was supported by the five forces of Porter's, political, economic, social and tecnological analysis which allowed the main opportunities and threats of the Association. The most important results which showed the investigation was completed source of evaluation of external factors which reached a value of 2.70, the total of internal factors was 2.61, evidently the need to develop strategies will contribute to mitigate the threats and weaknesses detected. Based on the analysis FODA could realize the accomplishment of the source of high impact assessment through which established the strategic objectives that outlined the goal, strategy, polítics, tactics, activities, respondível, time and of the marketing plan. The strategies set out in the marketing plan proposed are design a new business philosophy, make alliances, as well as develop a promotional package and implement a campaign in mass media through direct media to promote the purchase of products. It seeks to address the lack of training of staff through periodic training of staff in sales, marketing and customer service strategies. Finally the absence of marketing plan, in the craft Association "The delights of Triunfo" as well as a business philosophy which reflects clearly the company image of the offered products and marketing strategies from a limited broadcast.

• Autore principale: Salazar Castro, Amalia Ibeth (author)
• Natura: bachelorThesis
• Lingua: spa
• Pubblicazione: 2016
• Soggetti: ADMINISTRACIÓN DE EMPRESAS; PLAN DE MARKETING
• Accesso online: http://dspace.unl.edu.ec/jspui/handle/123456789/16693