PLAN DE MARKETING PARA LA EMPRESA “CELL MARKET” VENTA DE CELULARES Y ACCESORIOS EN LA CIUDAD DE CATAMAYO, CANTÓN CATAMAYO, PROVINCIA DE LOJA
Today the change is the basic feature of modern society, which is why the implementation of marketing plans in companies has become very important because of the many problems why these are currently experiencing, the changing environment, competition, poor decision making, has come to cause any com...
Furkejuvvon:
| Váldodahkki: | |
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| Materiálatiipa: | bachelorThesis |
| Giella: | spa |
| Almmustuhtton: |
2016
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| Fáttát: | |
| Liŋkkat: | http://dspace.unl.edu.ec/jspui/handle/123456789/10315 |
| Fáddágilkorat: |
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Lasit fáddágilkoriid | Čoahkkáigeassu: | Today the change is the basic feature of modern society, which is why the implementation of marketing plans in companies has become very important because of the many problems why these are currently experiencing, the changing environment, competition, poor decision making, has come to cause any company can get to survive, much less succeed without paying attention to each and every one of these drawbacks. For such circumstances, the present work is aimed at developing a "marketing plan for the company" Cell Market "selling mobile phones and accessories in the city of Catamayo, Canton Catamayo, Loja Province", so that enables the company increasing its share in the local market. The overall objective of this research is to "Develop a marketing plan for the company" Cell Market "selling mobile phones and accessories in the city of Catamayo, Loja province." Goals reached in this investigation allow us the following; Analyze markets to meet the needs, tastes, preferences and consumption habits, also an external diagnosis through a PESTEC analysis in the macro environment of the company, it also allowed an internal analysis of the company for the area marketing, then with respect to companies that act and compete in the same market was discussed and finally the proposal of a marketing plan for the organization raised and fulfill its fundamental objective is the market orientation so that it arrives to meet its stated goals. To achieve these objectives of this research raised the following methods were used. The deductive method allowed analyze and investigate general external aspects surrounding the company as competition, legal political factors of the different competitive business regulations. Likewise, the inductive method allowed to pass specific and particular knowledge to the general knowledge, which helped to draw general conclusions of the variables studied the current situation of both internal and external company for it is supported with market research, thus achieving study the facts. And also with direct observation, helped observe arrested on internal environment that facilitated to collect and extract valuable information from the manager of the company and the technical and surveys of employees who work within the organization and a sample of families Catamayo with 6 these such data helped to formulate the strengths, weaknesses, opportunities and threats always supporting the field research. Following the research we show the external analysis, information was obtained from the owner of the company, which external factors that information obtained served to get to determine the matrix of external factor (MEFE) resulting weighted value was analyzed 2,55 showing that the company has a more opportunities to continue in production. The internal analysis was developing the interview the manager and the surveys each employee of the company, where he was investigated on the situation of the company in the sector where the information gathered was reached to establish the matrix MEFI results 2,71 existing predominance of the strengths of weaknesses. In the SWOT analysis it is where threats and opportunities external analysis with strengths and weaknesses obtained from internal analysis. In the most important conclusions have; the new policies of the State of safeguards has come to affect the company creating imbalance in prices to their products, which the company has very good opportunities easily credit with suppliers and distributors facilitating their relations for the company to obtain better quality products and improve their participation, and finally that the company does not have good advertising and promotional plans that will help to achieve better positioning. , We are having studied and evaluated the external and internal situational analysis of the company proceed to the following recommendations which were provided for the company. advertising plans for the company itself that allowed customers to be well informed about each of your products and services and benefits offered by the company in order to improve its position in the market, establish various promotions, special discounts was developed by cash purchases or wholesale customers of the company, proceeded to carry out personnel training customer service and optimize their own activities |
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