Plan de marketing para la empresa “MARCA SPORT” de la ciudad de Loja

The main objective of this thesis is to indicate how the "Marketing plan for the company MARCA SPORT of the city of Loja" was developed, a company dedicated to the manufacture of sportswear, in this city, for this first, the summary given by a brief review of the research, after which the introduction was detailed, which explains the order in which the work is structured, then included the literature review that deals with the basics for the elaboration of the plan, then was made a situational diagnosis identifying the company's main shortcomings. Within the situational diagnosis internal and external analyses were carried out, in the internal it detailed the definition of the company, its location, its organizational structure, the resources it has, the staff it has and the products it offers to its customers, whose purpose was to identify the main strengths and weaknesses that affect their operation, and then place them in the internal factor assessment matrix (EFI), whose result was 2.46 revealing that the company is not in a good position, having to improve to solve the problems that afflict it. The external analysis examined the factors that the company cannot control, such as political, social, economic and technological; porter's 5 forces, which helped determine the rivalry that exists in the sector in which Marca Sport operates, were also analyzed, thus identifying the threats and opportunities that affect their good performance, and then placing them in the external factor matrix (EFE) resulting in 2.71 placing the company above the average of efforts, not considering a potential threat to it. Within the methodology primary and secondary sources were used, likewise an exploratory- qualitative research was carried out that provided relevant information that i identify the problems facing the company; deductive and inductive methods that shaped the marketing plan and determined the objectives of the research were used. For the results, a market research conducted by means of a pre-prepared questionnaire to all the customers selected in the sample (290 people), in order to know the satisfaction, they have 5 with the company and its products, placing the results in graphs and statistical analysis using the IBM SPSS program, and then performing the high-impact matrix where the strategic objectives were identified. Within the discussion, the strategies proposed in the high impact matrix are detailed, being four: the first to select suppliers with quality materials for good use by the company's staff; the second, to advertise 360 degrees to the identified customer segment; the third, to disseminate the services offered by the company preventing customers from migrating to the competition and finally to design a price strategy that allows the company to position itself in the market, the budget for the strategies to be fulfilled was $802.60; and finally, the conclusions and recommendations that would help the proper functioning of the company were made, as well as generate recognition by the competition.

• Автор: PEÑA GUERRERO, TATIANA ELIZABETH (author)
• Формат: bachelorThesis
• Мова: spa
• Опубліковано: 2019
• Предмети: ADMINISTRACIÓN DE EMPRESAS; PLAN DE MARKETING
• Онлайн доступ: http://dspace.unl.edu.ec/jspui/handle/123456789/21979