Elaboración de un Plan Estratégico de Marketing para la Copiadora D´Santy´S, de la Ciudad de Loja
Organizations face day to day technological advances, a modern economy that leads to strategic and operational changes generating a climate of change, which brings challenges, where companies seek new strategies of competitiveness with innovative products of high quality and improved services. Thus,...
محفوظ في:
| المؤلف الرئيسي: | |
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| التنسيق: | bachelorThesis |
| اللغة: | spa |
| منشور في: |
2017
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| الموضوعات: | |
| الوصول للمادة أونلاين: | http://dspace.unl.edu.ec/jspui/handle/123456789/18957 |
| الوسوم: |
إضافة وسم
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إضافة وسم | الملخص: | Organizations face day to day technological advances, a modern economy that leads to strategic and operational changes generating a climate of change, which brings challenges, where companies seek new strategies of competitiveness with innovative products of high quality and improved services. Thus, knowing the great importance of marketing these days, the present work focuses on the Copier D'SANTY'S of the city of Loja that constantly faces major competitors and changes in the economic sector due to the progress of The society, for that reason it has been considered convenient to establish a good strategic plan of marketing, that allows to delimit its priorities and its objectives. The objective of this research is the elaboration of a Strategic Marketing Plan for the Copier D'SANTY'S of the City of Loja, which will promote the development and growth of the company. This research has been carried out based on theoretical support and information obtained from the field through the application of inductive and deductive methods; And techniques such as direct observation, the interview to the Manager and the use of surveys conducted to 289 clients and 6 employees; The same ones that allowed to obtain and to process the information for this work. 6 The research process of this topic, starts from making a situational diagnosis of the company. In conducting surveys of users and employees, interviewing the manager and direct observation, has given us an overview of the current conditions of the company and its environment. First an external study was carried out in the copier, which consists of the PEST Analysis and the Porter's Five Force Analysis, which allowed the definition of the opportunities and threats of the same, resulting in an EFE matrix with a weighted value of 2.69 And the Competitive Matrix with a value of 2.70, with these results we could see that the copier is competitively positioned and if it is taking advantage of the opportunities to minimize the impact of the threats. Then, through the internal diagnosis, the Marketing Mix Analysis of the copier was carried out, and the strengths and weaknesses of the copier were determined, and the EFI Matrix was elaborated with a weighted value of 2.58, in which the copier Is stable internally. With the internal and external analysis, the high impact Matrix (FODA) was constructed and the combination FO, DO, FA, DA was obtained, resulting in the 4 strategic objectives. In conclusion, the budget established for the strategic objectives proposed in the proposal is $ 8,000.00 based on reference prices, so it is recommended to execute it within the established parameters in order to avoid an excessive expenditure. Finally, it is recommended to carry out the proposed Strategic Marketing Plan, which has been formulated taking into account the needs of the COPIADORA D'SANTY'S, in the city of Loja, focused on allowing the use of resources to achieve the desired profitability . |
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