PLAN DE MARKETING PARA LA EMPRESA COMERCIALIZADORA DE VEHÍCULOS USADOS AUTOMOTORES CALLE, EN LA CIUDAD DE LOJA

This research has the overall objective to design a marketing plan for the automotive company, auto STREET, located in Western Avenue Paso., Manual streets and Rafael Carrión Pinzano Riofrio Loja city, regarding it as a tool to organize the same activities and decision-making for better performance. Within the methodological research process an external analysis with political variables, social, economic, technological, ecological and competitive (PESTEC) performed an internal analysis covering market research, specifically in the area of marketing, competitive analysis in determination of the competitive positioning of the company and its services and to raise the proposed marketing plan. For its development was necessary support instruments for data collection and interview the Manager, surveys of staff and clients of the company, same that were collected by matrices that are structured based on variables and key success factors and by example within external analysis, a table with 60 variables of all the most representative external factors affecting the operations of the company, in the competitive analysis we proceeded to investigate each of the both direct competitors and indirect developed by ranking most competitive in the local market and establishing a comparison of the company with the most representative index finally to the development of the internal analysis 17 variables of marketing as well as 13 market which provided key information for the analysis and current diagnosis were established Company, also with the support of the corporate parent in determining SWOT strengths, weaknesses, opportunities and threats. The main results it was determined the matrix of external factors, giving a weighted weight of 2.39, this means an average value within the range of weights weighted EFE matrix, which states that the company "MOTOR STREET" is responding fairly its opportunities and threats that exist in the automotive industry, determining the existence of a greater number of threats, imposing safeguards for the year 2015 to the importation of vehicles, the allocation of value added tax VAT 12%, to companies dedicated to marketing used vehicles, increased wrecks notary procedures for negotiation, the high interest rates the commercial sector of 18.90%, lower quota on imports of vehicles, the increase in tariff rates and saturation the local market and also fewer opportunities as the establishment of strategic alliances with other companies in the same sector, the use of technology, the correct location in a commercial area of the city and the increase for this year's base salary unified to $ 354.00 (US DOLLARS) 7 within the competitive analysis it was established the competitive position of both the company and the services it provides, within the corporate front in calves success factors as prices offered to customers, direct credits, loyalty client mode display of vehicles leads to competition while factors such as use of technology, infrastructure, promotions and advertising investment is less than its main competitors and the matrix of competitive edge was built yielding a value of 3.24, value relatively high determines that the company keep pace with its competition in some ways that makes it competitive also within the automotive sector, in terms of the services it ranks second, as a company that offers the best services for buying, selling consignment of used vehicles, focussing on the provision of service vehicles is the most representative saying that the company offers competitive prices, besides internal factors matrix established throwing a weighted result of 1.74, which is a value well below average holds internally weakness of the company, mainly in the structural part and directive because it lacks weaknesses as no determination of a market segment, non-performing market research, not having a marketing department, poor staff training mainly sales and a strong presence of competitors, but assuming the existence of more strength and quality of treatment grabbing the customer, offering low prices, the wide range of services, excellent geographical location etc. Also within the market research was obtained as results the positioning of the company, with 17% in the local market, service vehicle purchase by customers as the best selling within the company, the frequency of purchase with which they make use of the services of this company, the reason for purchase is the price for attending this organization among others, it will also be able to design the array of high impact for the company, the same that allowed to raise three strategies. Within objective number one, aimed at increasing the volume of sales of the services offered by the company, which is based on a budget of $ 232.50, objective number two, which is to improve the quality of services offered by the company forming staff with ongoing training and bringing it to the highest corporate level, with a budget of $ 1,560.00, also as the third objective is to consolidate competitive positioning of the company, determining advertising campaigns covered at least 30% of the local market, a budget of $ 1,595.00 and the fourth and final objective is to reach wider implanted market new business models as promotional plans with a budget of $ 3,500.00, so that the sum of all these values an overall total budget of $ 6,887.50 is estimated ( AMERICAN DOLARES).Having done all this research, such conclusion could define the automotive sector and particularly companies involved in the marketing of used vehicles are slowed again because they are suffering a setback in its operation mainly due to the imposition of government policies that have generated very big in this business, in addition to this the limitations by management of the company to the same and has not provided the proper tools and knowledge for proper operational impact so making was achieved a marketing plan so that the company can take advantage of a better way the resources are there so I can say that this work was feasible to do it because he had the full support of management and staff company, venison insert myself in this institutional problem, as has enriched my knowledge, and make a contribution to the company MOTOR STREET Loja, object of study, and thus can achieve the goals and objectives, so it is recommended to implement this marketing plan, considering the situation assessment as well as internal, external factors and strategic objectives.

• Auteur principal: Ochoa Sánchez, Pablo David (author)
• Format: bachelorThesis
• Langue: spa
• Publié: 2016
• Sujets: ADMINISTRACION DE EMPRESAS; PLÁN MARKETING EMPRESA COMERCIALIZADORA; VEHÍCULOS USADOS AUTOMOTORES CALLE; EN LA CIUDAD DE LOJA
• Accès en ligne: http://dspace.unl.edu.ec/jspui/handle/123456789/10893