Plan de Marketing para la Empresa Tecnológica Toners Cía. Ltda. de la Ciudad de Loja

The present research work is focused on the development of a "Marketing Plan for the technological company Toners Cía. The city of Loja, that will lead to the development and growth of the company. For its development and implementation required the assistance of a theoretical framework in which comprises all the theoretical foundations of each one of the aspects covered in the inquiry, it also required the assistance of a methodology that allowed to maintain a sequence and order in every aspect treaty to make the external and internal analysis and competitive analysis through a set of data collection techniques, such as the interview that was applied to the members of the company, general manager and head of sales, the surveys that were applied to the customers of the company, same that once made allowed the analysis and interpretation of results. In the results is the interpretation of each of the analysis, the PESTEC study of the legal political factors, economic, social and cultural, technological and competitive, allowing find key information for the company such results found are ranked in the matrix MEFE which gives as a result a weighted value of 2.48 which means that the company has fewer opportunities and has more threats. To Perform competitive analysis allowed to know the main direct competitors, such as the Company Triple C with 2.60. The Company Master pc has a total of 3.35 weighted weight, considering as a leader in the market, followed by the technological company toners with 3.08 that is in remarkable competence in the market with the leader as is Master Pc. 5 When performing the internal analysis was asked the most important marketing variables to generate a Guide of Interview and applied to the key members of the company, this information is located in the array d MEFI, which gives as a result weighted 2.12 which indicates that the organization is slightly weaker than strong, where the weaknesses weigh more. Based on all the analyzes made, is applicable to the development of the proposed plan of marketing with the purpose of lead to the company for the improvement, the same containing strategic objectives, operational objectives, tactics, responsible and budget objectives. Finally, after the studies it has been concluded that the technological company Toners has threats that we have to take into account and address them with information gained there is that improve and implement strategies to exploit the market and its main threats as are the economic instability of the country and the presence of a large number of competitors and the high level of unemployment, this way strengthen the company providing a solution to existing weaknesses.

• Tác giả chính: Merchán Esparza, Geovanny Neptali (author)
• Định dạng: bachelorThesis
• Ngôn ngữ: spa
• Được phát hành: 2017
• Những chủ đề: ADMINISTRACIÓN DE EMPRESAS; PLAN DE MARKETING
• Truy cập trực tuyến: http://dspace.unl.edu.ec/jspui/handle/123456789/19663