Plan de marketing para la empresa “Fago” electrodomésticos de la ciudad de Nueva Loja, cantón Lago Agrio, provincia de Sucumbíos

The overall objective for the development of this research was to: Develop a Marketing Plan to properly position the company FAGO machines in its market segment. The methods used inductive, deductive, statistical, descriptive and analytical method, the techniques used interview and survey, the sample size was used finite population with 5% error and 95% confidence, a sample of 306, the distribution of sample: 45.33% was applied in Nueva Loja, 20% in Shushufindi and 34.67% in the Coca. As for the results, preliminary diagnosis, it became known that the company began operations about 12 years ago as a small store, then wide branches in Nueva Loja, in the Shushufindi and another in Orellana The Coca. The brands of products distributed are: SONY, LG, SANSUNG, InduramaAnd MABE, the main, the product lines we have are: household appliances, furniture, agricultural machinery, forestry, mattresses, computers and cell phones. Its main restaurant is located at Av. Quito and Jorge Añazco. The external environment where there are opportunities and threats to which the company must face daily "FAGO" in the economic factor Ecuador's annual inflation is 2.70, is the seventh country with the lowest inflation in a group of 17 countries Latin America. The gross domestic product of Ecuador is 4.3 to 2013, higher than the Latin American average of 3.50. Remittances reach the Amazon, in 2013 remittances for purposes of Sucumbios received 3.20 million, of which 2.60 million LagoAgrio received 80.40% of the provincial flow. Foreign investment in the country is 51.52% in trade; The effective lending interest rate for the periods 2009 - 2014 is stable; Country risk in the months of February and March 2014 was between 519 and 614 points. In the social factor employed population has grown a 38,80% in 2008 to 49.70% as of March 2014; The urban population in poverty according to the census of 2010 over 60% of the population lives in urban areas, poverty in 2008 stood at 25.20%, in March 2014 it stood at 16 , 80%; Unemployment in 2008 stood at 7.31 in 2009 rose to 7.93% and then go down to settle to December 2013 at 4.86. According to the assessment matrix opportunities external factors weigh 2.47, threats weigh 2.42, indicating that there are several opportunities but also many threats faced by the company FAGO. Internal analysis, major companies are competing company ganga, CREDIHOGAR, Credifácil, SONY, ECONOMIC CREDITS, STORAGE JAPAN, the main competitors use a lot of publicity, commercial rivalry is great. The segments which serves the company "FAGO" are the families, public institutions and private companies in the provinces of Sucumbios and Orellana, the peak seasons are the months of May and December, advertising is only performing radial, no training personnel working is performed, sales are approximately 75% credit, pose an accounting program called MICRO, in recent years there is a decrease in customers and finally do not have a marketing plan. After evaluation of internal strengths factors have a rating of 2.77, weaknesses have a weight of 2.20, which determines that the company "FAGO" has many strengths but also weaknesses are close, so the plan must take into account what. The SWOT matrix provides high impact, to propose the general strategies of the Strategic Plan Marketing Company "FAGO" suggests the mission, vision, two strategic goals, eight marketing objectives, the budget required for compliance plan is $ 19,427.50

• Yazar: Paladines Luzón, Mayra Alexandra (author)
• Materyal Türü: bachelorThesis
• Dil: spa
• Baskı/Yayın Bilgisi: 2015
• Konular: MARKETING; EMPRESA COMERCIAL; ELECTRODOMÉSTICOS; COMERCIALIZACIÓN
• Online Erişim: http://dspace.unl.edu.ec/jspui/handle/123456789/8489