Plan de marketing estratégico, para la microempresa Ceibos Jardinería, de la ciudad de Loja, periodo 2023-2026”
The marketing plan is a strategic tool that details the actions and strategies that a company must follow to achieve its objectives. The main objective of this research work is to carry out a Strategic Marketing Plan for the microenterprise “Ceibos Jardinería” in the city of Loja, in order to impro...
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| Format: | bachelorThesis |
| Jezik: | spa |
| Izdano: |
2024
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| Teme: | |
| Online pristup: | https://dspace.unl.edu.ec/jspui/handle/123456789/29761 |
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Dodaj oznaku | Sažetak: | The marketing plan is a strategic tool that details the actions and strategies that a company must follow to achieve its objectives. The main objective of this research work is to carry out a Strategic Marketing Plan for the microenterprise “Ceibos Jardinería” in the city of Loja, in order to improve and increase its business activities. Descriptive research was implemented; in addition, deductive and inductive methods were also used. The population under study was the clients registered in the year of 2022 in the microenterprise's sales system. A representative sample of 387 clients was selected, to whom surveys were administered. Likewise, interviews were carried out with both the manager and the worker of the organization. Moreover, other collection techniques were used such as direct observation and bibliographic compilation. The EFI matrix was carried out (2.59, where the strengths exceed the weaknesses), EFE, (2.69, favorable), competitive analysis (2.80, strong position), revealing that the microenterprise should aim to propose strategies that help to counteract their weaknesses to achieve success. Likewise, thanks to the information provided in the FODA matrix, the FO, DO, FA and DA strategies were established; thus, designating five operational objectives, thus to be met, an action plan was proposed for each one. The estimated budget is $2.784,00, it is expected that the implementation of these plans will serve to make the microenterprise more known through digital media, promote its products and build greater customer loyalty, in that way contributing to the increase in sales. And finally, the conclusions and recommendations are made |
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