Plan de Marketing para la empresa “Crea Mueble” en la ciudad de Loja.

The present Curriculum Integration Work amis to develop a marketing plan for the company "Crea Mueble" in the city of Loja, which is focus on improving the profitability of the company and its market positioning. The methodology used in this research was descriptive with a mixed approach that included deductive, inductive and analytical methods. In the deductive phase, an external analysis was carried out to identify threats and opportunities that influence the organization. In addition, the inductive method was used to analyze the internal situation of the company, identifying strengths and weaknesses. In addition, the analytical method was used to process the information gathered and establish the strategic objectives for the development of the marketing plan. The research techniques used included documentary research, direct observation, surveys and interviews. The population taken were the current and potential customers, the manager, the employees and the 4 key competitors in the market. On the other hand, in the EFI matrix a weighting of 2.61 was obtained, indicating that the organization is slightly stronger than weak, while in the EFE matrix a weighting of 2.57 was obtained, showing that the company responds positively to the factors of the external environment. . In the competitive profile matrix, the company obtained a score of 2.29, placing fourth because of certain factors that weaken it. The marketing plan proposes four strategic objectives: to create brand positioning, create strategic alliances, generate brand loyalty and capture the attention of potential customers with a budget of US$1,461.00 for the execution of these strategies.

• Autore principale: Gaona Cruz, Yaritza Michelle (author)
• Natura: bachelorThesis
• Lingua: spa
• Pubblicazione: 2024
• Soggetti: ADMINISTRACION DE EMPRESAS; MARKETING; EMPRESA; LOJA
• Accesso online: https://dspace.unl.edu.ec/jspui/handle/123456789/28996