Plan de marketing para el Sindicato de Choferes profesionales del cantón Yanzatza, provincia de Zamora Chinchipe, periodo 2016

The present Marketing Plan aims to fulfill the mission and vision of the Union of Professional Drivers of canton Yantzaza, through the efficient development of the strategic objectives. As planning is a fundamental tool for the positioning of a company or institution in the market in which it is developed, this thesis work is proposed as a general objective, to develop a marketing plan for the Union of Professional Drivers of Canton Yantzaza, Province of Zamora Chinchipe, period 2016, with the purpose of improving the service provided by it. Specific objectives have been set: To carry out the situational diagnosis of the Union of Professional Drivers of the Canton Yantzaza; Detect, identify and analyze strengths, opportunities, weaknesses and threats; Performing the SWOT and High Impact Matrices; Propose the Marketing Plan, prepare the budget, and structure the management indicators to measure compliance with said plan. For the effective development of the present work, documentary research was used, since all the marketing plan was consulted in books, magazines, brochures, newspapers, web pages, etc. Different methods of scientific research were also used, such as deductive, inductive, statistical and analytical; Techniques such as observation, interview and survey were also used. In this context, and from the analysis of the internal and external environment, it was possible to know that the weighted result of the internal factor evaluation matrix is 2.31, which means that the institution in terms of its internal structure maintains problems that should be Evaluated for its subsequent eradication and immediate solution, as for the matrix of evaluation of external factors, the weighted result is 2.40, which means that the union has problems in the external field, since its threats prevail over its opportunities. This information was obtained from the interview, the same that was applied to the secretary general, and from the surveys which were applied to the partners, employees and students of the institution, also made an analysis of the political, economic, social And technological, as well as Porter's five forces; Based on the results obtained in the SWOT and High Impact matrices, the main strategic objectives were established. The discussion develops each of the strategic objectives for the institution, which are: Train members and employees in union matters, traffic law and customer service in order to improve their institutional development, which costs $ 269,56; Implement an incentive plan for employees and partners of the institution to improve their performance, valued at $48,411.00 dollars; Develop a promotional plan to increase the number of students and partners in the institution, whose value is $283.50 dollars and Publicitar the services offered by the institution in the media of greater coverage to attract a greater number of students and Partners, whose value is $4,801.17 dollars. All these strategic objectives cost US $53,765.23. In the complementary part of the paper, the conclusions and recommendations are presented, where it is proposed to the managers and members of the Union of Professional Drivers of canton Yantzaza, to accept the proposals of this marketing plan, since it will help to improve the image of the institution, As well as providing an efficient and effective service to citizens.

• Autor Principal: Paladines Moreno, Gabriela Verónica (author)
• Formato: bachelorThesis
• Idioma: spa
• Publicado: 2017
• Acceso en liña: http://dspace.unl.edu.ec/jspui/handle/123456789/19179