Plan estratégico de marketing para la cooperativa de taxis Taxopel de la ciudad de Loja 2013 - 2015

Managers now have the task of raising a company or cooperative, depending on the case and have to develop new ways to solve problems in conjunction with the implementation of strategies that lead to success. Today business and industry are barriers that prevent their expansion and growth in the market, this requires implementing strategic plans that help develop internally and that's where we should analyze the importance of proper strategic planning because today competition and keep on the market focus on: customer satisfaction, higher percentage of hoarding them and provide quality services. The following research work, he was to carry out a 'STRATEGIC PLAN FOR COOPERATIVE TAXIS TAXOPEL CITY Loja IN THE PERIOD FROM 2013 TO 2015 "itself that will allow long-term, a better development and performance activities, with a view to achieve better results in their daily work and achieve a better positioning in the local market. This study considered the corresponding conceptual elements in importance and constitute the bibliographic database marketing issues for the development of this research. Within the methods and techniques used consists deductive, inductive, analytical and statistical, same method that served to establish and develop the project objectives and the same techniques are applied as direct observation, interviews (manager), surveys (53 partners, 345 customers and target market) which allowed for the primary information needed to clarify the current status of the cooperative. Matrix external factors resulted in a total weighted value of 2.78, which means that the company has the opportunities offered by the external environment and the threats do not do much damage. Matrix Internal factors resulted in a total weighted value of 1.92, meaning that the company has many weaknesses and should be taken into account because you need to increase the strengths within it. After meeting the internal and external reality of the cooperative, strengths and weaknesses and the opportunities and threats it said, and to combine them strategic, same goals for the initiation of the development of the strategic proposal defined the cooperative, and define the guiding framework necessary to remedy the deficiencies and take the road to better prospects for growth and development. Among the strategic objectives set 4 goals determined: Objective No. 1: PLACE INCENTIVE PLAN ACHIEVEMENTS IN GOOD CUSTOMER SERVICE AND HAVE GOOD UNITS FOR TAXI. Objective No. 2: CREATE A BETTER IMAGE OF COOPERATIVE TO ALLOW CUSTOMERS SEE A FUTURE EFFECTIVE AND EFFICIENT COOPERATIVE. Objective No. 3: APPLYING A COMMERCIAL PLAN IN ORDER TO RELEASE THE SERVICE PROVIDED BY THE COOPERATIVE Objective No. 4: IMPLEMENT A TRAINING PLAN FOR THE OWNERS OF UNITS FOR TAXI AND ADMINISTRATIVE PERSONNEL COOPERATIVE. The strategic plan to be launched totals of $ American $ 6,339.60. Run this strategic plan will allow the cooperative to achieve a better development and market positioning transport executive Taxi, improving their clientele. Finally, conclusions and recommendations are presented has been determined, then the study conducted by the strategic planning process, the same to be brought to the attention of the directors of the cooperative for later execution.

• Autor principal: Robles Cuenca, Edgar Fabricio (author)
• Format: bachelorThesis
• Idioma: spa
• Publicat: 2014
• Matèries: ADMINISTRACIÓN DE EMPRESAS
• Accés en línia: http://dspace.unl.edu.ec/jspui/handle/123456789/15270