Plan de marketing para la microempresa Autoservicios Servimachala cia. ltda., de la ciudad de Nueva Loja, cantón Lago Agrio provincia de Sucumbíos, para el año 2016

The purpose of this study was to "Develop a marketing plan for the company Autoservicios Servimachala Cía. Ltda., For the year 2016 ", using the historical, deductive, inductive, analytical and synthetic methods, and for the collection of information the techniques of interview and survey were applied to 6 internal clients and a sample of 346 external clients. The analysis was based on the situational diagnosis where the analysis of the external environment was carried out by studying the political, legal, social and technological factors, identifying 4 opportunities and 4 threats, highlighting the changes in the automotive sector and the most representative threat is the Uncertainty due to constant changes in taxation, the total weight obtained is 2.15, which indicates that there is a predominance of threats over opportunities. In the same way the internal environment was analyzed, which was addressed through customer and employee surveys in order to know the internal strengths and weaknesses, identifying 5 strengths and 5 weaknesses, after the weighting and qualification of each identified factor was established A total weight of 2.50 that indicates that Servimachala in its internal environment is in balance, and strategies must be established to make its strengths stand out. Based on the information gathered, the SWOT was elaborated, and 9 strategic objectives were proposed oriented to the 4 Ps, expanding market niches and increasing sales; Reduce times in the provision of the service; Customer loyalty through incentives; Increase market coverage, providing greater customer facilities; Improve the level of knowledge of staff in order to optimize customer service; Position the image of the microenterprise and get customers to identify it quickly; Improving the institutional image; Implement company collection systems through the provision of credit, debit and electronic money payment systems; Promote the spare parts and services offered by Servimachala through a virtual catalog. Likewise, the budget of the proposed marketing plan was defined, which amounts to $ 82,827.11 investment that will improve the competitiveness of Servimachala. For the correct execution of the proposal it is recommended to monitor the execution of the operational plans through the proposed indicators, in order to identify in time the shortcomings in the implementation of the marketing plan and take corrective measures in a timely manner.

• المؤلف الرئيسي: Campoverde Robles, Miriam Rocío (author)
• التنسيق: bachelorThesis
• اللغة: spa
• منشور في: 2017
• الوصول للمادة أونلاين: http://dspace.unl.edu.ec/jspui/handle/123456789/19253