“Plan Estratégico de Marketing para el Micromercado “Supermarisol” de la Ciudad de Loja, provincia de Loja periodo 2024-2029”
Given the need to implement marketing strategies to improve services, increase profitability and competitiveness, the development of a "Strategic Marketing Plan for the "Supermarisol" Micromarket of the City of Loja, province of Loja, period 2024-2029" was proposed. The general o...
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| Format: | bachelorThesis |
| Jezik: | spa |
| Izdano: |
2024
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| Online pristup: | https://dspace.unl.edu.ec/jspui/handle/123456789/31593 |
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Dodaj oznaku | Sažetak: | Given the need to implement marketing strategies to improve services, increase profitability and competitiveness, the development of a "Strategic Marketing Plan for the "Supermarisol" Micromarket of the City of Loja, province of Loja, period 2024-2029" was proposed. The general objective of this project was to develop a strategic marketing plan for the aforementioned micromarket, the specific objectives include making a diagnosis of the current situation of the micromarket to understand its current plans, mission and vision; designing and building the SWOT and high-impact matrix to identify strategic marketing objectives; and proposing a detailed strategic marketing plan. The methodological approach adopted for this project included an exhaustive diagnosis of the current situation of the "Supermarisol" micromarket, for which the methods used involve the descriptive, analytical-deductive and qualitative method; the instruments used to collect information were through the interview and survey technique. The population to be investigated was composed of the owner of the company plus 4 collaborators, being a total of 5 internal clients and a sample of 285 external clients. The situational analysis was composed of the internal and external diagnosis, where a total weighted value of 2.85 was determined in the EFI matrix and 3.00 in the EFE matrix. The last phase consists of the summary of these two variables through the SWOT and high impact matrix, the latter being important in order to obtain the strategies called F.O, D.A, D.O and F.A, thus leading to the obtaining and development of 4 strategic objectives whose implementation cost amounts to $ 12,100. |
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