Plan de Marketing para la Ferretería Ferro Centro Oriente de la ciudad de Shushufindi provincia de Sucumbíos
The embodiment of the present study had as main objective the development of the Marketing Plan for hardware Ferro Center East for 2012-2016, due to the nature of work deductive, inductive, analytic and synthetic methods were used, which contributed to conduct a formative study that culminates with...
Wedi'i Gadw mewn:
| Prif Awdur: | |
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| Fformat: | bachelorThesis |
| Iaith: | spa |
| Cyhoeddwyd: |
2015
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| Pynciau: | |
| Mynediad Ar-lein: | http://dspace.unl.edu.ec/jspui/handle/123456789/8413 |
| Tagiau: |
Ychwanegu Tag
Dim Tagiau, Byddwch y cyntaf i dagio'r cofnod hwn!
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Ychwanegu Tag | Crynodeb: | The embodiment of the present study had as main objective the development of the Marketing Plan for hardware Ferro Center East for 2012-2016, due to the nature of work deductive, inductive, analytic and synthetic methods were used, which contributed to conduct a formative study that culminates with a practical proposal that provides solutions to the problems through the hardware. Information supporting the work is obtained from the interview the manager; survey consisting of 14 employees who currently work in the company and a sample of 267 external customers of the company Hardware Ferro East Center internal customers. The work of the situational analysis, where the company in its external environment scored a 2.60 figure indicates that there are more opportunities than threats in the environment, the most important opportunity identified is the "Proposal for programs and projects that drive SME development "and the most important threat is the" unfair competition caused po lack of control of the competent authorities "; in the domestic environment obtained a score of 2.30 ie the company has more weaknesses than strengths, likewise the main strength is the "Good financial situation due to good sales," and the weakness that disproportionately affects is the "Lack of service delivery, which decreases customer satisfaction." Following analysis proceeded to the development of high-impact matrix, in which the junction of the strengths and opportunities resulting in the "Deploying distribution channels strategy by small traders around Shushufindi, was performed through sales catalogs "and" offer promotions for the anniversary of the hardware store, offering special discounts "; at the junction of the weaknesses and opportunities "Creating the Web page Ferro Center East, with the aim of establishing a more direct communication with the customer", "logo design showing the identity of the company and allow easy raised identification of the same "and the" Implementation of service delivery to achieve greater customer preference "; the intersection of the weaknesses and threats contributed to propose the "Implementing Policies discount based on purchase amounts in order to encourage continuity of the customer" also "Implementation of promotional plans where delivery is contemplated articles containing the identification of the company "; product finally crossing the strengths and threats is to "conduct a study of differentiation of prices of products offered by the competition, which will be the basis for pricing" and finally the "targeting customers that generate more joining the company "; the strategic targets are aimed to improve customer satisfaction and increase market share. Product of the work performed is concluded that the situational diagnosis made shows several opportunities in the external environment and a number of weaknesses internally, why nine detailed operational plans whose implementation strategies require an investment of $ 64,018.00 were plated dollars, resources that will position the company in the market of Shushufindi |
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