Plan de marketing para la empresa productora y comercializadora de ropa deportiva “Confecciones Mundo Deportivo” del cantón La Libertad, provincia de Santa Elena

This research work is entitled "MARKETING PLAN FOR PRODUCTION COMPANY AND DISTRIBUTOR OF SPORTSWEAR" CLOTHING SPORTS WORLD "THE CANTON LA LIBERTAD, PROVINCE OF SANTA ELENA", which was developed to serve as a guide for the company, the correct implementation of a marketing plan. As a general objective of this research is part of developing a marketing plan for the producer and marketer of sports apparel “Clothing Sports World" of La Libertad, Santa Elena ". During the course of this investigation the following methodology was used, based on the application of different methods and techniques, among which are the following: the inductive, deductive, statistical, analytical and synthetic method as used techniques Interview and surveys and library research. In developing the marketing plan for the producer and marketer of sportswear "Clothing Sports World" of La Libertad, Santa Elena, this procedure was followed: Diagnosis. First the internal analysis of the company was held, for which an interview with Mrs. Officer and 10 internal customers was applied; then surveys were applied to 150 external customers, determined as field study results could be obtained firsthand sufficient information enabling it to identify the main strengths and weaknesses of the company. Giving a weighted total of 2.43, with a predominance of the Strengths with 1.96 weight on their weaknesses 0.47 which shows that the company has problems internally. Secondly we proceeded to conduct an analysis of both external factors Clothing Sports World, for which an analysis of the legal, political, economic, cultural and technological partner factors was performed, obtaining accurate information about the main information opportunities and threats faced and could arouse in the course of life of the company. Giving a weighted total of 2.66 where the opportunities are greater giving a weighting of 1.89 and 0.77 threats Of both internal analysis and external were able to extract the main strengths, weaknesses, opportunities and threats of the company, serving as a basis for structuring the SWOT matrix, and then the array of high impact, of which the following strategic goals scored: To capture a larger market by increasing sales volume in the company Designing an advertising plan in the major media to increase sales of products offered by the company Design a plan promotions that reach customers Clothing Sports World o order that are motivated to purchase products Run a plan to train staff of the company to provide better service Culminating in the presentation of findings and recommendations, its main objective to ensure the applicability of this marketing plan proposed in this research

• Κύριος συγγραφέας: Castillo Valdivieso, Cristina Elizabeth (author)
• Μορφή: bachelorThesis
• Γλώσσα: spa
• Έκδοση: 2015
• Θέματα: MARKETING; ROPA DEPORTIVA; COMERCIALIZACIÓN; EMPRESA MANUFACTURERA
• Διαθέσιμο Online: http://dspace.unl.edu.ec/jspui/handle/123456789/8618