ELABORACION DE UN PLAN DE MARKETING PARA LA EMPRESA DISTRIBUIDORA ANGEL LOYOLA S.A DISTALSA UBICADA EN LA CIUDAD DE LOJA
This thesis has as main objective to develop a marketing plan applied to the distal SA company which is dedicated to the sale and marketing of bakery products use being the way to contribute to it to achieve better results in their sales and is recognized nationally and internationally as the market...
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| Format: | bachelorThesis |
| Idioma: | spa |
| Publicat: |
2015
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| Matèries: | |
| Accés en línia: | http://dspace.unl.edu.ec/jspui/handle/123456789/10593 |
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Afegir etiqueta | Sumari: | This thesis has as main objective to develop a marketing plan applied to the distal SA company which is dedicated to the sale and marketing of bakery products use being the way to contribute to it to achieve better results in their sales and is recognized nationally and internationally as the marketing plan has been applied to many companies which have been successful and have grown substantially, which is a very important development tool organizations. Hence the importance of the marketing plan for a company, which constitutes a means of maintaining and improving the standard of living of consumers, as the products are made to adequately cover the needs of them. This research project was raised to the next topic "Development of a marketing plan for the company" DISTALSA “DISTRIBUIT ANGEL LOYOLA S.A LOCATED IN THE CITY AND PROVINCE OF LOJA" its main purpose is distribution of bakery products, with quality products, competitive costs and good service. That is why the project's general objective is the implementation of marketing strategies in the development of the company under study. In this work different research methods that helped design a strategic marketing plan for the company and be launched, including the deductive 7 method, inductive method and descriptive method was used, it was used the same interview he was applied to manager of the company; Two types of surveys the first was applied to customers with a total of 294 customers was conducted; a second survey to all staff working in the company to a total of 13 people, to know the environment of this distributor of supplies for bread and bakery in the city of Loja. It was therefore carried out a situation analysis focusing on the company under study, we proceeded to conduct a thorough analysis of internal and external factors surrounding Distalsa, the same that allowed the power to have a criterion of how it is positioned company, against the competition, and that approval is in front of customers. An analysis which identified the SWOT, based on the main strengths, weaknesses, opportunities and threats of the company, and then make the respective weightings within the EFI, EFE, coming to determine what are the main constraints, and also performed with the analysis of these elements build strategies for improving internal aspects enhancing its strengths, to seize the opportunities, reduce weaknesses and neutralize internal and external factors effecting threats that allowed high-impact matrix improvement strategies to reduce these limitations that prevent the growth and development of the company. Through this array it can be traced objectives, then the proposal of strategic marketing objectives was made to be used in the company. 8 The following describes the objectives. STRATEGIC OBJECTIVE. 1: propose business philosophy for business distalsa in order to improve their organizational performance, valued at $ dollars 180.oo STRATEGIC OBJECTIVE 2: proving the organizational structure of the company through the implementation of a manual function. Being cost of $ 119.oo. STRATEGIC OBJECTIVE 3: make a training plan for employees of the company to improve care and customer service, its value is $ 1,388.oo STRATEGIC OBJECTIVE 4 attract new customers in order to improve positioning the company at a cost of $ 150.oo. STRATEGIC OBJECTIVE 5: advertising develop a plan for release marketed products company, the cost is $ 341.00. This plan launched at a cost of $ 2178.00 US dollars. Finally they are exposed to the conclusions and recommendations which was reached in order to propose alternatives and to solve the problems. |
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