Plan quinquenal de marketing para la empresa Coral Galápagos en el cantón Santa Cruz

The present titled thesis project “PLAN QUINQUENAL DE MARKETING PARA LA EMPRESA CORAL GALÁPAGOS EN EL CANTÓN SANTA CRUZ”, takes as a main target to prepare a marketing five-year plan for the company Coral Galápagos located in the Canton Santa Cruz of the Insular province of Galapagos, In order to improve the administrative process of the company, for which several methods and techniques of investigation were applied. Across the use of several methods like: the deductive one, the same one that was used to realize a diagnosis of the company tackling its characteristics, internal capacities, and identifying the characteristics of the competition on the local market; the inductive method, allowed to identify such aspects of the market as: clients, products, prices and squares, so that the influence of the competition decided in the commercialization of the products of Coral Galápagos, preparing strategies of marketing that guaranteed the growth and managerial development. The descriptive method, it allowed to know the reality of the company by means of a situational diagnosis, to develop the present work. This way also some skills were used like the interview applied to the proprietress of Coral Galápagos, the survey applied to 6 workers and a sample of 343 people, taken of the database of the fixed clients of the company. The result of the exaggerated whole of the Counterfoil of Evaluation of External Factors reached the value of 2.94 thinking that the acceptable average value is 2.50 on having reached a value superior to this one there is denoted the opportunity of growth of the company, and considered of the internal factors the value of 2.18, which is below the low acceptable way, which demonstrates that bankruptcies exist in the company that must be improved, there managing to be demonstrated the need to prepare new plans and strategies that guarantee the efficient healing of weaknesses that could affect the normal development and managerial growth.

• Hovedforfatter: Hinojosa García, Andrea Michelle (author)
• Format: bachelorThesis
• Sprog: spa
• Udgivet: 2017
• Online adgang: http://dspace.unl.edu.ec/jspui/handle/123456789/19366