Plan de Marketing para la Empresa Pc Import de la Ciudad de Loja, aplicando las etapas del proceso administrativo en el área de mercadotecnia

he present research project is focused especially in the elaboration of a "MARKETING PLAN FOR THE COMPANY PC IMPORT OF THE CITY OF LOJA, APPLYING THE STAGES OF THE ADMINISTRATIVE PROCESS IN THE MARKETING AREA", as well as; to achieve a positioning in the market of this company. This research was conducted because the company is not positioned in the market, which has not allowed it to grow locally. This research is of a descriptive level, has a more qualitative focus, different materials and methods were used that helped to correctly elaborate it, the target population of the company was also identified, which allowed the calculation of the sample. The information was collected through the application of the manager's interview and surveys of both employees and clients of the company. The following results were obtained from the research: Situational diagnosis, location factors were determined, such as the macro and micro location of the company, internal and external analysis was made, and the legal organization, administrative process and marketing mix were detailed internally. This allowed the identification of the main strengths and weaknesses that affect its operation, and the BCG matrix was made, which allowed the location of the different products obtained from the company's database and their respective quadrant. Within the external analysis carried out, it was possible to determine different factors such as political, economic, social, technological, ecological, was also conducted analysis of the Five 5 Forces Porter, where it was possible to analyze what are the opportunities and threats of the company Pc Import, and then be located in the evaluation matrix of external factors (EFE). The SWOT matrix was made, which clearly summarizes the information obtained in the EFI and EFE matrices, and allows for the determination of the necessary strategies. Within the discussion, the strategies proposed in the high impact matrix are detailed. This matrix consists of four strategies: select suppliers with the best products and at the best prices, design the business philosophy of the Pc Import company, so that the personnel know where the company wants to go, carry out 360º publicity in order to disseminate the products and services offered by the Pc Import company, and expand its products and services by opening a branch at the local level. Finally it has come to determine the conclusions and recommendations, based on the study and proposal made in which they are put to consideration of this Company, for their acceptance and implementation, this will help the manager to perform a proper operation, through the implementation of the marketing plan, applying the stages of the administrative process in the area of marketing.

• Hlavní autor: Lima Lanche, Jessica Yessenia (author)
• Médium: bachelorThesis
• Jazyk: spa
• Vydáno: 2020
• Témata: ADMINISTRACIÓN DE EMPRESAS; PLAN DE MARKETING; PROCESO ADMINISTRATIVO
• On-line přístup: https://dspace.unl.edu.ec/jspui/handle/123456789/23605