Plan estratégico de marketing para la empresa Dicofhi, de la ciudad de Nueva Loja
The DICOFHI Company for ten years has been dedicated to the distribution of mass products, constantly faces major competitors and changes in the economic sector due to the progress of society, therefore it has seen fit to establish a good strategic plan marketing, allowing define their priorities an...
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| Format: | bachelorThesis |
| Language: | spa |
| Published: |
2014
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| Subjects: | |
| Online Access: | http://dspace.unl.edu.ec/jspui/handle/123456789/15223 |
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Add Tag | Summary: | The DICOFHI Company for ten years has been dedicated to the distribution of mass products, constantly faces major competitors and changes in the economic sector due to the progress of society, therefore it has seen fit to establish a good strategic plan marketing, allowing define their priorities and objectives in the short and medium term. This paper discusses DEVELOPMENT OF A STRATEGIC MARKETING COMPANY FOR THE CITY OF NEW DICOFHI DE Loja. This research is based on the overall objective: Develop a Strategic Marketing Plan for Business "DICOFHI" City of New Loja, Sucumbios Province, which allows achieving organizational culture and philosophy, to achieve their ends. Research conducted at the Company "DICOFHI" allowed demonstrate entrepreneurial behavior, by identifying internal and external factors, coming to establish operational plans and the proposed continuous training. Has been conducted primarily a theoretical basis to strengthen the knowledge of the study. With the application of methods and research techniques could detect the problems of the company under study, then suggest alternative solutions. Methods: historical, deductive, inductive, statistical and analytical. Techniques: direct observation, interviews the Manager, polls 45 employees and 315 regular customers. Based on the information obtained products from the analysis of external factors it was determined that opportunities owned by the company, are new policies on credit and control of smuggling, technological advances, high power suppliers negotiating exclusive distribution of certain products, high entry barriers for new competitors. As for the strongest threats are: changing legal framework, substitute products at low prices, high rivalry among competitors. Could you DICOFHI has as strengths: pre and after sales service, comprehensive portfolio of products, competitive prices, quality products, adequate facilities, organizational structure defined. The weaknesses found are not strategic marketing plan is done, there are trained in the area of marketing, lack of promotion plan, lack of publicity. According to the analysis of the EFE and IFE Matrix, it is determined that the weighted factor ERA is 2.68, which means that in the entity predominance of opportunities. On the other hand the weighted factor of EFI, obtained a value of 2.79, which means that the entity has no internal problems that may interfere with the growth of it. SWOT analysis is determined, after which the strategic objectives thereof generating a total budget of $ 13.607.00 plan were determined with due strategies, activities, tactics, policies and budget. The paper finally establish the conclusions and recommendations have believed relevant. |
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