Propuesta de un plan estratégico de marketing para la empresa “DISVE”, de la ciudad de Nueva Loja, provincia de Sucumbíos

The present research work, has the overall objective to propose a STRATEGIC MARKETING PLAN for the company "DISVE"; and thus succeed as a quality company in the city of Nueva Loja. To achieve the objectives, administrative knowledge gained during training was used; which allowed for the business assessment; external analysis through the PEST analysis and Porter's 5 Forces, which could determine the EFE matrix, obtaining an indicator of 2.94. Format surveys and interviews was designed, the same, we have obtained results the owner, employees and customers, of which he polled 247 customers, which information was obtained to create the EFI matrix, yielding an indicator of 2.47 and later high-impact matrix, which led to the discovery the following strategic objectives:  Create the website of the Distributor "DISVE" to cover more market and establish contacts and orders.  Development of computer accounting system, billing and inventory.  Develop a training plan for the sales force of the Distributor.  Develop an Advertising and promotion to increase the customer base The implementation of the proposed Strategic Marketing plan requires an investment of $ 13,610.00 USD, to enhance the current state of Distribuidora Vega "DISVE". Owner is suggested Distributor Vega "DISVE" implement the proposal of the Strategic Marketing Plan, as the same has been prepared based on the actual and timely information obtained in this investigation.

• Hlavní autor: Cali Silva, Vicki Mariela (author)
• Médium: bachelorThesis
• Jazyk: spa
• Vydáno: 2014
• On-line přístup: http://dspace.unl.edu.ec/jspui/handle/123456789/15849