PLAN DE MARKETING DE LA EMPRESA, “VITRINAS CORONA” DE LA CIUDAD DE LOJA

The marketing plans are derived from marketing planning, modern administrative practice, the same that arose from the need to improve the management of companies, to optimize their sales, positioning the brand of the products a given market. The thesis denominated "COMPANY MARKETING PLAN, "CROWN WINDOWS" OF THE CITY OF SHOP" aims to determine a marketing plan for the company Vitrinas Corona, objective raised in circumstances that the company requires to make significant changes in its structure, Using new marketing tools with procedures and methodological guides to develop in the different phases of the research. In order to reach the fulfillment of the marketing plan, an external situational diagnosis of the variables, political, economic, social, technological, ecological and competitive was carried out, where variables were determined that benefit the company such as internet use and technology innovation, As well as factors of negative impact such as: competition, imports, including safeguards, based on these factors, the external factors evaluation matrix (MEFE) was applied, obtaining the weighted value of 2.90 which means that the Company is in an environment of opportunities before its threats. To determine the competitive position of the company, the parent of competitive edge (MPC) was conducted and it was established that the company "Showcases Corona" is in third place with a value of 2.34, compared to "Supernordicos" who is better Positioned with a value of 2.89, compared to its competitors, this indicates that Vitrinas Corona, should in future increase the volume of its sales, establishing strategies and marketing channels as; Advertising, promotions, discounts etc. Next, an internal situational diagnosis was made, of the variables that affect the development of the marketing area of the company, for it was considered positive variables such as: customer satisfaction, which help the development of the company, likewise negative variables Which affects the company as; The lack of training for sales personnel, low publicity, and that through these factors, the internal factors evaluation matrix (MEFI) was applied, obtaining a weighted value of 2.77, which means that the company must develop Internal strategies to improve weaknesses, which have a significant weight. 6 A market research was carried out to determine the potential customers of the company, with the analysis obtained in the applied survey showed that 98% of micro-enterprises in the city of Loja use industrial and semi-industrial equipment, which indicates That the market segment to which the company's activities are directed would be appropriate. Subsequently, a proposal for a Marketing Plan was developed for the company "Vitrinas Corona", which describes strategic and operational objectives such as advertising, promotions, discounts and the use of social networks as tools to achieve a better positioning in the market. market. Finally, it is concluded that the company "Vitrinas Corona", has positive factors that are strengths for the company, such as: attention to customers, quality and guarantee of equipment, as well as negative factors, which are weak for the organization, Such as: lack of advertising, not having a web page, as well as not having established a training plan for sales staff. In order to complement the study, the same that remains for the consideration of its Manager to start it, a budget has been established that amounts to a total of $ 2,562.00 US dollars per year.

• Hlavní autor: Pardo Acaro, José Mauricio (author)
• Médium: bachelorThesis
• Jazyk: spa
• Vydáno: 2017
• Témata: ADMINISTRACIÓN DE EMPRESAS; PLAN DE MARKETING; VITRINAS; RENTABILIDAD
• On-line přístup: http://dspace.unl.edu.ec/jspui/handle/123456789/19380