PLAN ESTRATEGICO DE MARKETING PARA LA EMPRESA CAFEMON DE LA CIUDAD DE CATAMAYO PROVINCIA DE LOJA
Active marketing involves relatively low operating costs, as if the whole world or the most important regions, were a single entity, to sell the same and in the same way will result in a significant change deciding to adopt new forms of management within the framed in the new wave of the global mark...
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| Format: | bachelorThesis |
| Idioma: | spa |
| Publicat: |
2015
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| Matèries: | |
| Accés en línia: | http://dspace.unl.edu.ec/jspui/handle/123456789/10473 |
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Afegir etiqueta | Sumari: | Active marketing involves relatively low operating costs, as if the whole world or the most important regions, were a single entity, to sell the same and in the same way will result in a significant change deciding to adopt new forms of management within the framed in the new wave of the global market companies, as the base of support for this process is a high level of competitiveness. Therefore, producers and traders of coffee to business development, aimed at the removal of economic barriers to trade in goods and services between countries are integrated. The efficiency of the marketing of coffee is based on the benefits of trade expansion and the advantages of an enlarged to allow for greater intra-regional efficient use of resources, better conditions of competitiveness and overall productivity levels higher market. This research was performed in the company CAFEMON city of Catamayo, it has had to identify and implement new strategies to stay in business, but these efforts have not been sufficient because internally in the company there are some shortcomings that must be improved as a Strategic Marketing Plan. With this background the overall objective is to conduct a Strategic Marketing Plan to identify and implement future strategies to have better chances of success through a consistent position of this company in the market Lojano is obtained. 7 For this specific objectives were developed in the thesis project including firstly a situational analysis of the company that allowed us to consider relevant aspects of the company that exist at the present time is made. The methodology and techniques used to perform this research, bibliographic consultations, review of documents, direct observation of the operation and services provided by the company were applied; plus an interview to the Manager was made; surveys were administered to 7 permanent clients of the company that appear in the database of the same and a total of 23 surveys of employees working in the company to know the positioning of the company in the market and through her information in order to have a clear and reliable overview of the solutions required to raise was collected. This information was determined as matrix results in EFI 2.48, a result which shows that the weaknesses of the company are more outstanding than the strengths. Also in the external analysis a score of 2.44 was obtained; which means that threats in the market have a significant dominance on existing market opportunities. For interpretation and discussion of results obtained in the surveys, analytical and descriptive method was used. Strengths, weaknesses, opportunities and threats to the company: a SWOT analysis, which identified the was also conducted. With the development of these elements strategies to improve internal and external, enhancing its strengths, to seize opportunities, reduce weaknesses and neutralize threats aspects were built; the determination of these internal 8 and external factors which allowed making high-impact matrix and weighting to structure a new SWOT matrix; also deductive and inductive method was used to detect the current reality of the self in relation to the functions and activities performed by employees as well as the processing of the information collected. Finally a proposal based on a Strategic Marketing Plan was undertaken to improve the operation and services of the company; the same as is the implementation of 4 goals, such as: To provide high quality der immediate attention to improve the customer base; make an advertising plan for the best positioning of the company in the city of Loja; improve customer service by the company with motivated staff, and train human resources permanently in business strategies and learning workshops to energize the company. The whole plan is proposed to be carried out with a total investment of $ 31,335.00. Finally, conclusions and recommendations presented have been determined, after study by the strategic planning process of marketing, the same that will be brought to the attention of managers in the business for later execution |
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