Plan de marketing para la carpintería Conmar de la parroquia los encuentros, provincia Zamora Chinchipe.

This paper discusses a marketing plan for CONMAR carpentry, parish Los Encuentros, Zamora Chinchipe province, which consists primarily theoretical support, which has allowed me to strengthen the subject knowledge, and in order to obtain information necessary to the Marketing Plan, a field study was conducted, met the owner of the CONMAR carpentry, surveys were also conducted to employees and customers of the company. From the information obtained from the analysis of external factors, I determine that one of the biggest opportunities is foreign investment in the sector, enabling economic growth of the community and therefore increased sales in carpentry. One of the greatest threats is the great internal competition in the sector, there are several companies that engage in this activity, in addition to that are very well known companies such as Colonial , which cover increasingly larger markets. After defining the opportunities and threats, the weighting of the results was performed, resulting in 2.34 values, and taking into account that the reference value is 2.50, we conclude that the company is not taking advantage of the opportunities and threats it can do much harm. One of the greatest strengths that owns the CONMAR carpentry, is the good quality of their products, which has allowed him to be recognized and win customers, one of its strengths is that it has its own infrastructure, the most significant weakness is that the company has the not carry advertising or promotional activities, which indicates that the company has little competition. Identified the strengths and weaknesses of the woodwork , the weighting of the results giving a value of 2.44 is performed , taking into account that the reference value is 2.50, which indicates that the company is not strengthened and has many internal weaknesses. Based on these results, five strategic objectives which are established : Manufacture of furniture for sale, a campaign to promote the products and services offered by the CONMAR carpentry, implement a Plan Advertising (press, radio, internet, label, flyers, and business cards ) to achieve positioning CONMAR carpentry, implement a training plan for employees to carry out their activities more efficiently , acquire new equipment to optimize and accelerate the production of furniture, and adapt with a local customer service office and a space for the exhibition and sale of furniture. Already defined the strategic objectives, it continued to make estimates for each objective, giving a total investment of $ 13,363.40 to implement this Plan Marketing. It is very important and indispensable Marketing Plan for CONMAR woodwork, because it will serve to become much more competitive in the market covering the company.

• Autor principal: Guamán Ochoa, Yury Katherine (author)
• Format: bachelorThesis
• Idioma: spa
• Publicat: 2014
• Accés en línia: http://dspace.unl.edu.ec/jspui/handle/123456789/16166