Plan de marketing para la farmacia Farma – vida de la ciudad de Saraguro, provincia de Loja, para el año 2016

The problem that currently is going through Pharmacy Farma Vida, is the decrease in sales which has produced a decrease in income and a low profitability, as well the expiration of the drugs. This situation is mainly due to an increase in competition, as several pharmacies and pharmacies have been created in recent years. In this sense, the present research aims to elaborate a Marketing Plan for the Pharmacy Farma Vida of the city of Saraguro, province of Loja, for the year 2016. For the effect was made a diagnosis of the internal and external environment of the pharmacy , A SWOT analysis and defined the business philosophy. The implementation of the Marketing Plan will improve the market positioning, image and growth of the company, by having an indispensable tool to reach a maximization of sales, the delivery of a service with efficiency, efficiency and economy and the satisfaction of the client. The methodology used in the development of the research are the methods: analytical, inductive, deductive and descriptive; The applied techniques that allowed the collection of information was the interview to the Manager of the Pharmacy, the application of 230 surveys directed to the customers of the Pharmacy in the Saraguro canton and 4 surveys to the employees of the Pharmacy. This information made it possible to carry out a situational analysis and diagnosis of the organization. In the situational diagnosis, first general data of the Pharmacy was observed, the strengths, opportunities, weaknesses and threats were determined, establishing the most critical points, among which is the decrease of sales, due to the increase of the competition, low turnover Of inventories, distancing customers towards competition. Based on this, the MEFI Internal Factor Matrix was determined, obtaining an indicator of 2.65. In the external analysis, the PEST Analysis and the Analysis of the 5 Porter Forces were developed, constituting the basis for determining the MEFE external factor evaluation matrix, obtaining an indicator of 2.40. Subsequently, the High Impact Matrix was determined, allowing the following strategic objectives to be established: Keeping the staff in constant training and thus providing a good work environment; Improve the corporate image of the Pharmacy; To increase the client portfolio and thus maintain the positioning in the market; Design an advertising and promotion plan in order to make the Pharmacy more profitable and at the same time provides necessary benefits to the community and with an investment of $ 5,750.00, which will improve its positioning in the market of the canton Saraguro. Finally, the conclusions and recommendations were determined.

• Hovedforfatter: Chávez Chávez, María Elizabeth (author)
• Format: bachelorThesis
• Sprog: spa
• Udgivet: 2017
• Fag: ADMINISTRACIÓN DE EMPRESAS; PLAN DE MARKETING
• Online adgang: http://dspace.unl.edu.ec/jspui/handle/123456789/18805