PLAN DE MARKETING PARA LA EMPRESA “MARYLAC” UBICADA EN EL CANTÓN YANTZAZA DE LA PROVINCIA DE ZAMORA CHINCHIPE”

The objective of this research was to carry out a Marketing Plan for the “Marylac” company located in the Yantzaza Canton of the Province of Zamora Chinchipe, in order to establish strategies that boost its development through an analysis of the current situation in which It finds and in this way be able to give way to the execution of priority activities for compliance. The Marylac company, has the opportunity to be a leading company in the local and regional market, has suppliers of raw material, supplies and materials necessary for production, this meets with responsibility and punctuality the delivery of the product, provides a good service and It also has its own industrial plant for production; however, there are limitations, such as the lack of strategies for the expansion in the crazy market, because no advertising, promotion and propaganda activities have been developed In this context the research has been developed, with the purpose of achieving a better positioning in the crazy market, a study that is based on the external and internal analyzes that affect the company, its current situation, this information is consolidated in a SWOT matrix . A market investigation was also carried out to meet the final consumer and establish strategies that are aimed at increasing the market for marketing the products and therefore to the loyalty of customers with the company. For the fulfillment of the objectives a methodology was required: simple exploratory and descriptive; the technique of direct observation, personal interview and surveys; and as instruments: the interview guide, and the questionnaire that allowed obtaining valid information for the study. This procedure was done in order to know the position of the company in the crazy market. 11 Based on the SWOT, we proceed to design the strategies for the proposal of the marketing plan in order to lead the company to success, which contains strategic objectives, problems, goals, policies, strategies, responsible activities and budget of the planted objectives. Finally, once the analyzes have been carried out, the pertinent conclusions and recommendations are presented, which will be put to the consideration of the Owner Manager of the Marylac company for later execution; In this way, it is concluded that the company has important strengths and opportunities that deserve to be potentialized to counteract its weaknesses and threats with the firm intention of performing its commercial activity in the best way.

• Main Author: BASTIDAS GUALAN, SISA PACARI (author)
• Format: bachelorThesis
• Language: spa
• Published: 2019
• Subjects: ADMINISTRACIÓN DE EMPRESAS; PLAN DE MARKETING
• Online Access: http://dspace.unl.edu.ec/jspui/handle/123456789/22618