Plan estratégico de marketing para la empresa pollos Ricky de la ciudad de Loja.

The overall objective of this research is to determine a STRATEGIC MARKETING PLAN FOR CHICKENS RICKY NOW CITY Loja. This project was raised in circumstances that requires the company to make significant changes and needs to source new marketing tools such as administrative and management. This report is part of a summary is a compilation of data obtained during development, then comes the introduction which is the prologue of the same, then the literature review which divided it into a frame of reference where it occurred is emphasized what the company and its components, is continuous with the conceptual framework in which a summary of each of the aspects inherent to this section which served to carry out research as a strategic marketing plan is made with their respective concepts of external and internal factors, concepts of SWOT matrix, the matrix of High Impact deduced strategic objectives that were used to build the strategic marketing plan for the company under study, after that methodological guidelines or procedures used can function in different stages of the research, methods are allowed to know the roads surely the way forward in the research process; technical tools which methods for both primary data collection phase and secondary tools without which the methods had not obtained consistency when applying the respective analysis is supported. The deductive method was used in the construction of the diagnosis of the company in its various internal capabilities and the impact they have on the food market. The inductive method is used to perform the different analyzes the market in terms of customers, products, price, place and promotion as well as competitive analysis and then propose relevant alternatives, through strategic marketing plan. Of the techniques used is the interview that was applied to the business owner Chickens Ricky, it was possible to conduct an internal audit of the company highlighting relevant aspects to determine strengths and weaknesses The survey was conducted on a sample of 333 external customers of the company, and 24 employees or internal customers of the company, who also provided relevant information to support the information obtained in the interview the owner of the company and to extract the strengths and weaknesses To make SWOT analysis is required of the internal and external analysis in the latter a study of the political, economic, social and technological factors was performed to determine the opportunities and threats surrounding the company Chickens Ricky. The scores in the SWOT matrix external factors obtained indicate that a weighted value of 2.32 where it is shown that the opportunities are above threats and internal factors indicate a weighted value of 2.55 showing that the strengths stand and weaknesses do not do much damage in the effectiveness with which the company strategies respond to each external factor. Based on the SWOT analysis matrix the same high-impact approach that contributed to the strategic objectives proposed for the strategic marketing plan, the same as those detailed in the marketing plan for the company Chickens Ricky was built. Finally, conclusions with their recommendations were obtained, the literature used for the conceptual research and annexes with surveys conducted.

• Autor Principal: Ruilova Aldean, Edgar Guillermo (author)
• Formato: bachelorThesis
• Idioma: spa
• Publicado: 2014
• Acceso en liña: http://dspace.unl.edu.ec/jspui/handle/123456789/15623