PLAN DE MARKETING EN LA EMPRESA BURGER SAS DE LA CIUDAD DE LOJA

This research work described here, which is called Marketing Plan in the company Burger "SAS" of the city of Loja, aims to find solutions for the development work of the company, which is characterized by offering products and service fast food. For this reason the present research of Marketing Plan, was developed in the following way: Through a diagnosis of the company Burger "SAS" in which internal and external factors were analyzed, therefore the SWOT was determined which is the study of the Strengths, Opportunities, Weaknesses and Threats, with the result of the SWOT analysis the Matrices of Internal Factors (MEFI) that is not another thing that study and analysis of the Strengths and Weaknesses that are within the company, likewise created the matrix of External Factors (MEFE) which is the study of Opportunities and Threats since they are outside the company, and that influence positively or negatively. Once these analyzes of internal and external matrices were developed, the High Impact matrix was elaborated, in which the Strategies were obtained (FO) which are the Strengths and Opportunities, (DO) Weaknesses and Opportunities, (FA) Strengths and Threats , once this analysis and combination of internal and external factors was done, the strategies were obtained and based on that, the Strategic Objectives were raised, it is only the proposal for the company Burger "SAS" in which it is proposed, Elaborate a plan to improve the product, develop a training plan for the staff of the company "SAS" Burger to achieve performance of their work and gain market position, develop a promotional plan to encourage customer loyalty Burger company "SAS ", Develop an advertising plan for Burger company" SAS "to attract more customers and achieve position in the market. The methods that were used for the development of the research is the descriptive, historical, deductive and inductive method and the techniques that were used for the collection of information is the interview, which was applied to the manager of the 5 company, a survey of workers and clients, it is worth mentioning that a total of 356 surveys were applied to the clients, taking into consideration the data of the previous year of the month from January to December of 2017. Within the literature review, a thorough study was made of the background of fast food companies, in the global, national and local scope, also mention is made of the main functions and characteristics of these companies. For the conceptual framework of the present research, the most relevant concepts of a Marketing Plan, the 4PS, PESTEL Analysis (political, economic, social, technological, ecological and legal) and the concepts of the five forces of Michael Porter, the This research makes mention of the conclusions and recommendations, in the same way the bibliography that all the authors stand out as reference for the development of the investigation, then the annexes are shown where the format of questions for the interview of the manager is detailed and surveys, as the last point shown in the index, is all that describes the present research called Marketing Plan in the company Burger SAS.

• Main Author: Medina Medina, Zoila Piedad (author)
• Format: other
• Language: spa
• Published: 2018
• Subjects: ADMINISTRACIÓN DE EMPRESAS; MARKETING
• Online Access: http://dspace.unl.edu.ec/jspui/handle/123456789/20116