Plan de Marketing para la Empresa Petminsur de Materiales Pétreos de la Ciudad de Loja 2018- 2021

The present work is aimed at improving the competitive position and participation of the PETMINSUR company. in the city of Loja, in such a way as to allow the company to face the multiple problems it is currently experiencing such as: competition, of stone materials, the different variations of the environment and market where it works, the lack of generation of strategies and poor decision-making, this is why this work is aimed at "Marketing plan for the petminsur company of stone materials of the city of Loja 2018-2021", it will allow to develop strategies that contribute to the company to face This problem, through the optimal use of the resources with which the company has, in such a way that allows it to have quality products with affordable prices and on time, allowing in such a way to satisfy the customer one hundred percent. For its development and execution, the study was based on a theoretical framework in which all the theoretical foundations of each of the aspects dealt with in the research are documented, and the help of a methodology that allowed maintaining a sequence and a logical process was also required. in each treated aspect and a set of data collection techniques such as direct observation, the interview that was applied to the manager and the surveys that were applied to the clients and employees of the company, which once carried out allowed the analysis and interpretation From the results. The PESTEC analysis was carried out, applied to the key informants of the company, this analysis allowed the study of political, economic, social, and cultural, technological and competitive factors, allowing to find key information for the company. to make the matrix of the external factor MEFE that results in a weighted value of 2.65, demonstrating that the company has a greater number of opportunities than threats, in the performance of the competitive analysis of the MPC matrix, this result shows that the company PETMINSUR is the best positioned in the market with a score of 3.16 followed by the materials company with a score of 2.61. In the internal analysis, the interview and survey was developed for each of the company's employees, where the strengths and weaknesses of the company were investigated, where the MEFI matrix was established, resulting in a weighted result 2.89, with predominance of Strengths about weaknesses Once all the analyzes have been carried out, the marketing plan proposal is drawn up in order to lead the company to improvement where strategic objectives, operational objectives, goals, actions, responsible parties and budget for the proposed objectives were prepared. .

• Egile nagusia: Yunga Montoya, Jorge Enrique (author)
• Formatua: other
• Hizkuntza: spa
• Argitaratua: 2018
• Gaiak: ADMINISTRACIÓN DE EMPRESAS; MARKETING; PÉTREOS
• Sarrera elektronikoa: http://dspace.unl.edu.ec/jspui/handle/123456789/20115