Plan Estratégico de Marketing para la microempresa Productos Ahumados Isaac de la ciudad de Loja, para el periodo 2023-2026

The objective of this research is to carry out a Strategic Marketing Plan for the Productos Ahumados Isaac microenterprise in order to help increase its sales and position itself in the market. The deductive, inductive and analytical method used and was based on 4 main objectives: the first three objectives, in a real situational diagnosis observing its external, internal and competitive environment to find its opportunities, strengths, threats and weaknesses. From the external analysis taking into account the impact of political, economic, social, technological and environmental aspects, a value of 2.33 was obtained in the EFE matrix, which indicates that the company does not adequately capitalize on the opportunities of the environment or neutralize its threats. The internal analysis of the EFI matrix with the data from the surveys and interviews yielded a value of 2.31, which indicates a weaker organization than a strong one. besides, a value of 2.50 was obtained in the competitive profile matrix, which translates into a weak position with respect to the competition. To achieve the fourth objective, marketing strategies were determined, in relation to the high impact matrix and Ansoff matrix, obtaining four strategic objectives, such as: SEO marketing promotion, SEM advertising campaign development, brand positioning and improvement of marketing skills. leadership. The budget for the fulfillment of this plan is $1,442.55 in the first year and for the following 3 years it is $425.50; and finally, the conclusions and recommendations by the author are presented, as well as the corresponding bibliography and annexes. Thanks to all this, the microenterprise will be able to position itself in the market and achieve its objectives.

• Auteur principal: Molina Apolo, Yamileth Nicole (author)
• Format: bachelorThesis
• Langue: spa
• Publié: 2023
• Sujets: <ADMINISTRACION DE EMPRESAS>; <MARKETING>; <MICROEMPRESA>; <PLAN ESTRATEGICO>
• Accès en ligne: https://dspace.unl.edu.ec/jspui/handle/123456789/26602