Plan de marketing para la Distribuidora "Repuestos Originales" de la ciudad de Loja

In the province of Loja there are several companies that provide these services for the benefit of society, being the most important city in this segment as the current commercial products and services to pass through the province. It is for this reason that there are several service companies. The following research paper entitled "MARKETING PLAN FOR THE DISTRIBUTOR" GENUINE PARTS "CITY Loja" aims to contribute in some way to the management being done by the directors of the distributor that allowed a better long-term performance of its activities and perform better in their daily work. In this research work we have objectives which are: Conduct a Marketing Plan in the distribution of original spare parts of the city of Loja period 2013-2017, long term, in order to know the current status of the distributor, perform a SWOT analysis, develop the high-impact matrix to analyze the key points of the distribution, determine strategies to achieve a better market position and develop a proposal for a distribution with the aim of solving the problems in the same.The study was conducted planning and management within the sub-themes: concepts, objectives, importance contributing bibliographic basis of this research work, within the methodological process used in the development of this research I require an appropriate selection of methods, to employ techniques and instruments. As a fundamental base is the deductive-inductive and historical method, which allowed to perform each of the activities planned for the study with the intention of seeking the proper way to compliance.As techniques used in the development of this work the direct observation on the premises of the distributor is used, the interview 6 which was applied to the owner manager and staff working in the same and surveys which were expressed by a sample of distributor customer, amount to be determined by the development of the established pattern. The techniques needed for the previous formulation of the instruments that allowed execution. In the external analysis political, economic, technological and cultural factors involved in the distribution is established, then the internal analysis in order to know the current status of the distribution was made, after having performed the analysis proceeded to identify strengths, weaknesses and opportunities to seize, to counter threats. Besides the historical review, as material, financial and human resource base which the proposal will help to improve the operation of the Distributor "Genuine Parts" is generated detailing.After this exposure and discussion of results which was the put-in location for the proposed Marketing Plan is intended that the company has a clear view of the situation in which it is to provide excellent service in the sale was made their products to customers and make a proposal to allow the distributor to develop their activities in an efficient and competitive with other distributors of the same kind.The strategic objectives are aimed to improve the functioning of the distribution and thus attract more customers and financial resources. Below are listed the following: -Establish agreements with micro - markets to achieve greater acceptance of products offered at the dealership. For this an amount of $ 70.00 is required. 7 -Establish a program of promotion and advertising to attract new markets. With a budget of which $ 3,080.00 was obtained. -Establish a program delivery in order to get more and better clients. Giving a budget of $ 2,760.00. -Implement a training plan for employees of the distributor to improve the functions of each of the employees of the distributor. The same that cost $ 335.00. Finally, conclusions and recommendations that were reached at the end of this work themselves, which will constitute a major contribution to the pharmacy arise. Then we conclude with the literature, where the authors cite that helped in the development of the issues contained in this work, and exhibits contributed the means by which information necessary for the development work was obtained. The budget for this marketing plan includes a U.S. $ equivalent to $ 6,245.00 value.

• 主要作者: Rosales Gaona, Verónica María (author)
• 格式: bachelorThesis
• 語言: spa
• 出版: 2016
• 主題: PLAN DE MARKETING; ADMINISTRACIÓN DE EMPRESAS; DISTRIBUIDORA; LOJA
• 在線閱讀: http://dspace.unl.edu.ec/jspui/handle/123456789/12951