Elaboración de un plan de marketing para la empresa biostore ubicada en la ciudad de Loja

This research paper entitled "PREPARATION OF A MARKETING PLAN FOR THE COMPANY BioStore LOCATED IN THE CITY OF LOJA" part with a primary objective of the study was to pose a marketing plan and as specific objectives: to conduct a situational analysis (analysis internal and external) to determine the current status of the company and the information gained to make a proposal to help the progress of it. For development and compliance was required the help of a theoretical framework that contains all the theoretical foundations of each of the issues addressed in the research, further it required the help of a methodology it allowed to maintain a sequence and an order in every aspect investigated, based on an interview the same that was applied to key officials of the company (General Manager / Accountant) and surveys that were applied to potential customers of the company, same that once made allowed the Analysis and interpretation of the results. In the results interpretation of each of the analysis is presented, the PESTEC study of the legal, economic, social and cultural, technological and competitive political factors, allowing to find key information for the company with these results the MEFE matrix gives stood resulting weighted value of 2.73 meaning that the company has more opportunities to leverage such is the case of economic stability that determines the sales growth, the existence of media (technology), and training factors taking advantage of them in a suitable way to take the company BioStore exist. But you should also consider that threats are found in greater numbers therefore will be present and must define strategies so that they can be addressed so that they do not become obstacles to the development and progress of the company. When performing competitive analysis allowed to know the main direct competitors, we get that "Isispharma and EUSERIN" scored an average of 3.20 the same as leading the sector, followed by 3.05, "BioStore" and finally as fourth and last competitor is an overall weight of 3.00 "LA ROCHE POSAY". When performing internal analysis was investigated each of the variables most important marketing to generate an interview guide and can be applied to key members of the company, this information is placed in the MEFI matrix, the same as given as weighted result 2.50 which indicates that the organization has an average response to the opportunities and threats maintained in a stable position also must be taken into account that you can not leave aside the weaknesses and always look for the continuous improvement of the same. Based on all the analyzes, we proceed to the preparation of the proposed marketing plan in order to lead the company to improve it contains strategic objectives, operational objectives, goals, actions, responsible and budget goals raised. Finally, conclusions and recommendations presented have been determined, then the study conducted by the marketing planning process, the same that will be brought to the attention of managers in the company for later execution.

• Egile nagusia: Carrión Abad, María del Cisne (author)
• Formatua: bachelorThesis
• Hizkuntza: spa
• Argitaratua: 2016
• Gaiak: ADMINISTRACION DE EMPRESAS; PLAN DE MARKETING; EMPRESA BIOSTORE; ELABORACIÓN DE UN PLAN DE MARKETING
• Sarrera elektronikoa: http://dspace.unl.edu.ec/jspui/handle/123456789/17465