Plan estratégico de marketing para la empresa Super Boutique Del Calzado Yoredy de la ciudad de Loja

The objective of this research is to develop a strategic marketing plan for the company Super Boutique del Calzado Yoredy. It is descriptive in nature according to objectives, it was developed based on the external diagnosis (PESTE, competitive) and internal diagnosis (marketing mix), information collection method was used for which techniques and instruments were required such as: direct observation, interview and survey, the same that allowed to obtain truthful information for the market study to determine tastes and preferences of customers, from which a sample of 222 customers was obtained where a non-probabilistic sampling technique was used by own judgment. In the PESTE analysis a weighting of 2.46 was obtained, being an average response, to take advantage of opportunities to avoid threats; in the competitive analysis was carried out through Porter's five forces, the result was 3.40, the company being in a good position compared to the competition; in the internal analysis a weighting of 2.66 was obtained, more strengths than weaknesses were determined. The BCG and Ansoff matrix was developed with diversification strategies; the internal and external IE matrix was prepared with market penetration strategies. The high impact SWOT matrix was made, based on this information the marketing plan proposal was designed, making use of traditional and digital marketing tools. Therefore, it is recommended to perform a diagnosis of the situation of the company once a year, to know the environment that surrounds it and be ready to take advantage of the opportunities that arise for the company; as well as to prepare to face the threats that lurk.

• מחבר ראשי: Salazar Montalván, María José (author)
• פורמט: bachelorThesis
• שפה: spa
• יצא לאור: 2022
• נושאים: <ADMINISTRACIÓN DE EMPRESAS>; <MARKETING>; <MARKETING MIX>; <ESTUDIO DE MERCADO>
• גישה מקוונת: https://dspace.unl.edu.ec/jspui/handle/123456789/25030