Plan estratégico de marketing 2023 – 2028 para la empresa Espumas del Austro ́ de la ciudad de Loja.
The purpose of marketing will always be to sell through some strategies, the present degree work was justified since it was necessary to improve the economic situation of the company "Espumas del Austro", which required the development of a marketing plan to guide its actions in order to i...
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| Hovedforfatter: | |
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| Format: | bachelorThesis |
| Sprog: | spa |
| Udgivet: |
2023
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| Fag: | |
| Online adgang: | https://dspace.unl.edu.ec/jspui/handle/123456789/26889 |
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Tilføj Tag | Summary: | The purpose of marketing will always be to sell through some strategies, the present degree work was justified since it was necessary to improve the economic situation of the company "Espumas del Austro", which required the development of a marketing plan to guide its actions in order to improve its income. It was a descriptive exploratory research whose approach was mixed, the deductive method was used to know through situational analysis the opportunities and threats of the business, and the inductive method allowed to know the strengths and weaknesses, as well as the needs of the potential market; the techniques used were documentary research, observation, interview and survey. The study population were the potential and actual customers of the company 12,543 families and 23 upholsterers, as well as the 6 competitors were also analyzed. The results in the EFE matrix were a value of 2.77, indicating that the company has more opportunities than threats. In the EFI matrix, a value of 2.74 was obtained, indicating that the company is in a strong position, in adition, a value of 2.8 was reached in the competitive profile matrix, indicating that the company is in a solid position in the market. In the marketing plan, three strategic objectives were proposed: position the company's brand in social networks, build loyalty among potential clients and train staff; the budget to be executed is $2105. It is recommended that the Manager implements the plan.Iit is important that this guide is always develop, so that there is always a direction in which the company can head successfully. |
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