Estudio para la elaboración de un plan estratégico de marketing en la empresa Cyber power Computers de la ciudad de Loja.

The present thesis entitled STUDY FOR THE DEVELOPMENT OF A STRATEGIC PLAN IN BUSINESS MARKETING CYBER POWER CITY COMPUTERS Loja . Marketing plans are derived from strategic planning modern administrative fashion, the same that came with the need to improve corporate governance, business growth leads to administrative use this management tool in order to improve sales and brand positioning products and the company itself in a particular sector. The overall objective of this research is to determine a strategic marketing plan for the company Cyber Power Computers Loja city. This objective was raised in circumstances that the company needs to make significant changes and needs to source new marketing tools and methodological procedures or guidelines used can function in different stages of the research, methods are allowed to know the roads safely the road ahead in the research process; tools techniques which are supported methods for data collection stage both primary and secondary, tools without which the methods have not obtained the consistency when applying the respective analyzes. The deductive method was used in the construction of the warehouse diagnosis in different internal capabilities and the impact they have on the market, the inductive method it used to perform different analyzes the market in terms of customers, products, prices, square and promotions as well as competitive analysis and then propose relevant alternatives, through strategic marketing plan, of the techniques used is the interview this was applied to the manager of the internet, it could conduct an internal audit of the business highlighting relevant aspects to determine strengths and weaknesses. The survey was aimed at internet customers in a sample of 394 surveys, the information gathered was crucial for comments related to the acceptance that the company CYBER POWER COMPUTERS in the market. We conducted a survey of 2 employees who offer their services in this business who also provided relevant information to support the information obtained in the interview the owner of the company and to extract the strengths and weaknesses and to perform SWOT analysis is required internally and externally in the latter, a study of political factors, economic, legal, technological and social, thus determining the opportunities and threats that surround the company CYBER POWER COMPUTERS. The scores in the SWOT matrix external factors indicate how effectively the strategies that the company respond to each external factor, where 4 = the response is superior, 3 = the response is above average, 2 = the answer is average and 1 = a response is bad, in this case, the weighted total EFE Matrix Evaluation of External Factors is 2.90, and as the response to the internal factors weighted total is 2 , 70 indicating that medium, develops strategies and plans to mitigate the weaknesses, which could continue to rise, leading the company to conflict. Based on the SWOT analysis matrix was constructed the same high impact approach that contributed to the strategic objectives proposed for the strategic marketing plan, the same as below: Capture new markets in order to increase and improve service and sales of Company products Cyber Power Computers. Acquire high-tech machinery to improve service in the company so we can provide better service. Start spreading the public by all media on Cyber Power Company Computers, hiring commercials on radio, television, press, etc.. Develop plans and sustainable competitive through the application of new methods, techniques and marketing procedures. Computers Cyber Power Company is currently set short-term goals, which can not give a proper setting for the passage of time. Finally after the SWOT analysis, it is determined that the option for the implementation of the strategic plan is Select and perform the respective contracts with major media movement, allowing tuning and coverage to publicize the company product Cyber Power Computers. After that the project is completed with conclusions and recommendations to be applied to the marketing plan made in Computers Cyber Power Company of the city of Loja.

• Egile nagusia: GUALÁN PERALTA, JUAN GABRIEL (author)
• Formatua: bachelorThesis
• Hizkuntza: spa
• Argitaratua: 2012
• Gaiak: INGENIERIA COMERCIAL; ESTUDIO PARA LA ELABORACIÓN; PLAN ESTRATÉGICO DE MARKETING
• Sarrera elektronikoa: http://dspace.unl.edu.ec/jspui/handle/123456789/20344