Plan estratégico de marketing para la asociación de productores de artesanías “ASOPROART” del cantón Catamayo, Provincia de Loja, 2017-2020

The general objective of this thesis is to: Prepare a Strategic Marketing Plan for the Association of Handicraft Producers "ASOPROART" of Canton Catamayo, Province of Loja, 2017-2020, an organization dedicated to the production and commercialization of crafts made of ceramics and wood The elaboration of this research work is based on five specific objectives, the first one related to the situational diagnosis that allowed to identify improvement opportunities and strengthening needs for the development of the association's strategies, through the SWOT analysis (strengths, opportunities, weaknesses and threats) and the high impact matrix determining the current position of the organization. The next objective was the evaluation of the factors that have the greatest positive and negative impact on the association; through an analysis of the national context (PESTE), a study that investigates the level of incidence of political and governmental factors, economic factors, social factors, technological factors and ecological factors; through the use of the external factors evaluation matrix (MEFE), whose weighted result was 2.62, which indicates that the association is above the average, in its effort to follow strategies that gather external opportunities and avoid possible negative reactions that affect the organization; identifying the most important opportunities such as: great influence of domestic and foreign tourists, there is no entry of new direct competition, insufficient rivalry of competition and 7 existence of a large number of suppliers and threats of greater weight is the existence of a wide variety of substitute products that the association faces. On the other side of the other objective examined the competitive factors; which is the meso analysis or competitive analysis that integrates the threats of entry of new competitors, establishing that there may be the entry of competition, because it does not need a capital investment for the creation of an organization but currently the association is the only producer of ceramics in the canton of Catamayo; The negotiation power of the clients is due to not having new potential clients and being conditioned by their current consumers; rivalry among competitors, bargaining power of suppliers and substitute products, which can be replaced by substitute products at lower prices. While the next objective included market research and internal analysis, or the micro environment; where the application of the interview addressed to the president of the association was carried out and the application of 392 surveys to national and foreign tourists who visited this canton, whose sample was determined by a stratified sampling, likewise the twenty-five surveys applied to the members of the organization, formats that were elaborated with closed questions and oriented to the collection of information for the study; the internal analysis also includes the evaluation of the main functional areas of the association, in addition to this a marketing mix structure was made, which allowed us to develop mass advertising strategies to correctly promote the association under study; For the determination of the strengths and weaknesses summarized in the internal 8 factors assessment matrix (MEFI), in which the weighted result was obtained 2.66, which reflects that the organization has a strong internal position and that its strengths such as the portfolio of diverse products, affordable prices for customers, excellent location for the organization, direct marketing channel and long-term strategic alliances; they have a greater weight than the weaknesses identified as limited advertising, scarce promotion for customers, narrow locality of the organization, lack of market research and the absence of after-sales service. The last objective included the preparation of the strategic marketing plan; The summaries of the analyzes were integrated into the elaboration of the SWOT matrix, where the variables were crossed for the FO, DO, FA and DA strategies; being the prelude to the proposal of the strategic marketing plan, in which three strategic objectives are established; design a corporate image, through a permanent promotional plan in order to publicize their products and increase sales, contains the placement of the billboard, projection on the LED screen, advertising by radio, business profiles of social networks and the implementation of activities of the promotions ; the second objective is to expand the marketing channel by means of the strategic alliances with public or private institutions to reduce operating costs and increase the positioning of the association, the activities to be executed is to make an agreement with the institutions that are the sponsors and the Triptych design; finally the third objective is the implementation of an after-sales service with the goal of customer loyalty, the development of 9 a database of customers and make calls when there are promotions and to know what you think of the product; all these objectives have their activities, times, goals, strategies, tactics, costs and results; structured in order to position their image and achieving sales increase; that is why the budget for compliance with this plan is $ 13,860.00 dollars. Finally, after the preparation of this proposal, the conclusions that contain the results of all the external and internal analyzes, the discussion made through the SWOT analysis and the proposal of the strategic marketing plan are presented; the suitable recommendations for the effectiveness of the plan, the bibliography and annexes where the interview designs and applied surveys are found.

• Glavni avtor: Abarca Carrión, Katherine Lizbeth (author)
• Format: bachelorThesis
• Jezik: spa
• Izdano: 2018
• Teme: ADMINISTRACIÓN DE EMPRESAS; MARKETING; ARTESANÍAS
• Online dostop: http://dspace.unl.edu.ec/jspui/handle/123456789/20813