Propuesta de plan estratégico de marketing, para la empresa Crea-r, administradora de condominios de la ciudad de Quito
The main objective of this research was to propose a Strategic Marketing Plan for CREA-R, a company dedicated exclusively to the management of condominiums in the city of Quito. For the development of this work, we used methods such as inductive to obtain general propositions, deductive to solve the...
Guardat en:
| Autor principal: | |
|---|---|
| Format: | bachelorThesis |
| Idioma: | spa |
| Publicat: |
2017
|
| Matèries: | |
| Accés en línia: | http://dspace.unl.edu.ec/jspui/handle/123456789/19413 |
| Etiquetes: |
Afegir etiqueta
Sense etiquetes, Sigues el primer a etiquetar aquest registre!
|
Afegir etiqueta | Sumari: | The main objective of this research was to propose a Strategic Marketing Plan for CREA-R, a company dedicated exclusively to the management of condominiums in the city of Quito. For the development of this work, we used methods such as inductive to obtain general propositions, deductive to solve the problem, historical analytic to know the background of the company; Likewise, the use of investigative techniques such as the interview with the manager of the company, survey of 151 people of the different condominiums that are currently our clients and the survey of the 15 employees of the company for the collection of data and information. In the results section after the evaluation of the internal factors of the company, the EFI Internal Factor Assessment matrix, which gave a weighted result of 2.53, is presented, which means that it maintains a slight predominance of the strengths on the weaknesses. In this same section, it was essential to carry out the evaluation of external factors of the CREA-R company, through the matrix of Evaluation of External Factors EFE, whose weighted result was 2.48, with which it is interpreted that CREA-R is responding in an excellent way to opportunities such as the growing tendency to focus on housing solutions with the implementation of horizontal and vertical condominiums throughout the city, technological advancement and others. Next, the SWOT matrix was established based on the analysis of internal and external factors. Once organized, the High Impact Matrix was built, which allowed four strategic objectives to be established as the main objectives for the company's growth, such as the considerable improvement of customer service, the implementation of virtual advertising, training and training of employees and the provision of an office in the southern part of Quito. With the establishment of strategic objectives, it was possible to formulate the proposal of integral improvement for the company. The implementation of the entire plan through the achievement of the proposed strategic objectives means an investment of $ 21,000.00 over three years. Finally, it presents the conclusions and recommendations in which it is determined that the company will improve its development and positioning in the local market, capturing and improving in the number of clients by at least 50%, as well as solving the problems that affect the company taking advantage of the opportunities offered by the market to grow and strengthen. |
|---|