Plan de Mercadotecnia para la Empresa "Cuadricar Rent A Car" en la ciudad de Loja
The research was conducted at the rental company "CUADRICAR RENT A CAR" Vehicles, located in the center of the city of Loja ", the company offers vehicle rental service, has five years of existence, however the administration currently it leads is empirical, so it was considered neces...
Tallennettuna:
| Päätekijä: | |
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| Aineistotyyppi: | bachelorThesis |
| Kieli: | spa |
| Julkaistu: |
2016
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| Aiheet: | |
| Linkit: | http://dspace.unl.edu.ec/jspui/handle/123456789/14102 |
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Lisää tagi | Yhteenveto: | The research was conducted at the rental company "CUADRICAR RENT A CAR" Vehicles, located in the center of the city of Loja ", the company offers vehicle rental service, has five years of existence, however the administration currently it leads is empirical, so it was considered necessary to implement a marketing plan that will allow the company to develop in the market. The main objectives of the research were to perform an external diagnosis, an internal competitive analysis, competitive analysis and market research in order to raise a proposed marketing plan for the organization; this research is based on a Framework theoretical and conceptual framework. Regarding research methodology a method of data collection in which the different variables affecting the company externally and internally related used, information was gathered about the competition and the functional area of marketing of the company, such information was contrasted with key informants of the company. Research at the General Manager of the company, applied to the potential users of which to the total number of public and private employees of the city of Loja, suppliers and main competitors of the company was determined; for this interviews, surveys and direct observation guide, information was collected through different matrices (MEFE, MEFI, MPC) were designed. As for the results, then the external analysis was among its major opportunities not issuing permits for new vehicles rental companies allowing greater participation in the 5 market and less competition; Among its main threats are mainly affecting safeguards in procurement of vehicles and spare parts for them. The internal analysis identified its most outstanding strengths such as quality of service offered by the company. Likewise its most prominent as a lack of market research, lack of publicity and low market share weaknesses were identified, and market research a worrying outcome where only 25% of respondents has found so services the company offers. According to the results based on the Arrays EFE and EFI corresponding strategies were established with the help of the SWOT matrix where it was determined that the company should take no longer issue permits operation which means less competition and greater participation market and one of the main strategies is to use the internet and social networks to promote the services offered by the company. In conclusion was determined by analysis of political variables, social, economic, technological and ecological where it stood threats prevail over business opportunities but explaining a middle position of the company, also according to the competitive analysis comparing with no direct competitors is that second location is located four competitors according to internal analysis the strengths outweigh the weaknesses where one of his main variables is the quality of service the same and also the sales generated. |
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