Propuesta de un plan estratégico de marketing para la lavadora y lubricadora de vehículos livianos La Casa del Aceite de la ciudad de Loja periodo 2011 -2015.

The topic of the present thesis work is: "PROPOSAL OF A STRATEGIC PLAN DE MARKETING FOR THE WASHING MACHINE AND LUBRICADORA OF LIGHT VEHICLES "THE HOUSE OF THE OIL" OF THE CITY DE LOJA PERIOD 2011 - 2015", where one carries out the respective analysis of their current operation, regarding their strengths, opportunities, weaknesses and threats that you/they also helped me to establish some solution alternatives. The products that have bigger demand are: the oils and the filters, these they are used in the change of oil and filter of vehicles, regarding the services it is the laundry and powdered. The prices are fixed according to the cost of purchase of the products, but it is also considered the prices that this charging the competition, for this way to be able to compete with the price, since in this business type the price is decisive to the moment to decide for a certain product or service. The clients are approximately a number of 300, since some use for certain occasions the services or they acquire the products, of the clients that have particular vehicles it is not taken a registration or a record of the evolution of purchases that carry out frequently, on the other hand if he/she is carried out the control and registration of the vehicles that belong to public institutions, As for the publicity he/she is not carried out any type of direct publicity, the only one according to apparent their landlady it is the reference for the clients that arrive to the washing machine, this has allowed them to go growing in the market, an important factor you could consider that most of their relatives are inmersos in the service and maintenance of vehicles in other fields. Regarding the promotions, those that are given directly on the part of the company are for the change of oil one dewed free, as for other promotions they are facilitated by the suppliers as they are T-shirt, flannels, especially when they carry out the launching of new products. People that work in the washing machine and lubricadora, have signed a work contract, is also carried out the contributions to the Ecuadorian Institute of Social security, the salary is according to the one that establishes the law but the established allowances, likewise they are facilitated the lunch to all the workers. Regarding the training to the workers, this it assumes it the suppliers, because they know the different changes as for new products and the use that have. As for the financial situation it is taken registration of revenues and expenditures, which are controlled by the landlady, the countable process are not taken because he/she is not therefore not a retention agent this forced to take accounting, that that if an accountant is hired so that she carries out the monthly declarations that you/he/she demands The Service of Internal Rents. One of the most competitive companies, analyzed from the womb of the competitive profile can indicate that it is the company "Clean Area" with a total qualification of 3.39, the company that continues him is the lubricadora "Iñiguez" with a qualification of 3.00, the third concerned company is "The House of the Oil" with a qualification of 2.84 and finally the lubricadora "Iñiguez" with a qualification of 2.45. As for the analysis of external factors the pondered result of 2.83, superior to the stocking 2.00, it indicates that the organization is responding from an excellent way to the opportunities and existent threats in its segment of laundry services and lubricated of vehicles. What means that the strategies of the company are taking advantage with effectiveness the existent strengths and minimizing the possible negative effects of the weaknesses. This demonstrates in general form that the expressed one responds appropriately to the external conditions of the competitive means. In the analysis of the internal factors the pondered result is of 2,96. The result is bigger to the stocking 2,00, this indicates that the organization possesses a strong internal position. The formulation of the strategic Plan was carried out in two big stages: the first one of Diagnostic, and the second of Proposal. These stages understood some groups of activities of different ends that methodologically are presented systematized in all and each one of the projects, which are: to establish training plans. to carry out plans of publicity. Finally, it is necessary to indicate the cost that will have the following plan.

• Main Author: Rojas Feijoo, Luz Alejandra (author)
• Format: bachelorThesis
• Language: spa
• Published: 2012
• Subjects: INGENIERIA COMERCIAL; PROPUESTA DE UN PLAN ESTRATÉGICO; MARKETING; LAVADORA Y LUBRICADORA
• Online Access: http://dspace.unl.edu.ec/jspui/handle/123456789/20430