Plan de Marketing para la Clinica Nataly en la Ciudad de Loja

The present research work, "Marketing Plan for the Nataly Clinic in the city of Loja", is aimed at proposing strategies that contribute to the development of the clinic through the optimal use of resources with what the clinic counts, In such a way as to enable it to have quality services, with affordable prices, thus allowing the needs of the customers to be met. For the development and execution the research work was based on a theoretical framework in which all the theoretical foundations of each one of the aspects treated in the investigation are recorded. It also required the use of research methods, which allowed for a sequence and a logical process in each aspect treated and a set of data collection techniques such as direct observation, the interview that was applied to the director of the clinic and the Surveys that were applied to the clients of the clinic, which once made possible the analysis and interpretation of the results. In the results the PESTEC analysis was carried out, a study of the political, economic, social and cultural, technological and competitive factors, allowing to find key information for the company. These results were found in the MEFE matrix, which results in a weighted result A value of 2.74, which means that the clinic has more opportunities such as technology development, environmental protection, and consumer confidence; And minimal threats such as health law reforms, increased public spending, lack of employment and declining GDP. When doing the competitive analysis allowed to know the main direct competitors that the clinic has to perform the MPC matrix, whose result reflects that Nataly Clinic, has the appropriate technology, loyalty of its clients, trained personnel, is the Better positioned in the market is why it has a score of 3.28, followed by the Clinic San Agustín with a score 3.15, then follows the Hospital UTPL with 2.35 and finally the Hospital Solca with a score of 2.12. In the internal analysis the interview was conducted to the director of said clinic and surveys applied to clients where the strengths and weaknesses of the clinic where the MEFI matrix was elaborated, having a weighted result 3.02. Which means that the clinic 5 is stronger than weak because it has good hierarchical communication, proper and adequate facilities, economical prices, state-of-the-art labor stability, and its weaknesses are few as is the lack of publicity, promotion and training, Which makes the clinic does not get to know the market. Once all the analyzes have been carried out, the proposal for a marketing plan is drawn up in order to lead the clinic to success, where strategic objectives, operational objectives, goals, strategies, activities, tactics, of the objectives set. Finally, it is presented with respect to the conclusions of this research study. It is considered feasible and timely that the Nataly Clinic has a Marketing Plan, which will help the delivery of health services, in search of the constant progress and successful Its activities will allow the assurance of permanence in the competitive market, increase the level of quality in the services it provides and achieve a greater position in the minds of customers, through the continuous training of sales staff and the design of marketing strategies.

• Autor principal: Guamán Sozoranga, Blanca Susana (author)
• Formato: bachelorThesis
• Idioma: spa
• Publicado em: 2017
• Assuntos: ADMINISTRACIÓN DE EMPRESAS; PLAN DE MARKETING; CLINICA; MERCADO COMPETITIVO
• Acesso em linha: http://dspace.unl.edu.ec/jspui/handle/123456789/18270