Plan de Marketing para la empresa Fumicar S.A. del cantón Pasaje, provincia del Oro.
The general objective of this research was to develop a marketing plan for the company “Fumicar S.A.”, in order to increase the efficiency in the offer of its services and improve its position in the market. A research with a qualitative and quantitative approach was used, using the descriptive and...
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| Format: | bachelorThesis |
| Jezik: | spa |
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2025
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| Online pristup: | https://dspace.unl.edu.ec/jspui/handle/123456789/31794 |
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| author | Noboa Rivera, Erick Daniel |
| author_facet | Noboa Rivera, Erick Daniel |
| author_role | author |
| collection | Repositorio Universidad Nacional de Loja |
| dc.contributor.none.fl_str_mv | Ortega Pesantez, Zoila Mónica |
| dc.creator.none.fl_str_mv | Noboa Rivera, Erick Daniel |
| dc.date.none.fl_str_mv | 2025-01-17T17:19:06Z 2025-01-17T17:19:06Z 2025-01-17 |
| dc.format.none.fl_str_mv | 82 p. application/pdf |
| dc.identifier.none.fl_str_mv | https://dspace.unl.edu.ec/jspui/handle/123456789/31794 |
| dc.language.none.fl_str_mv | spa |
| dc.publisher.none.fl_str_mv | Loja |
| dc.rights.none.fl_str_mv | http://creativecommons.org/licenses/by-nc-sa/3.0/ec/ info:eu-repo/semantics/openAccess |
| dc.source.none.fl_str_mv | reponame:Repositorio Universidad Nacional de Loja instname:Universidad Nacional de Loja instacron:UNL |
| dc.subject.none.fl_str_mv | MARKETING ESTRATEGIAS HERRAMIENTAS DIGITALES |
| dc.title.none.fl_str_mv | Plan de Marketing para la empresa Fumicar S.A. del cantón Pasaje, provincia del Oro. |
| dc.type.none.fl_str_mv | info:eu-repo/semantics/publishedVersion info:eu-repo/semantics/bachelorThesis |
| description | The general objective of this research was to develop a marketing plan for the company “Fumicar S.A.”, in order to increase the efficiency in the offer of its services and improve its position in the market. A research with a qualitative and quantitative approach was used, using the descriptive and analytical methods, which allowed to investigate the characteristics that affect the services offered by the company, then the development of a proposal with advertising strategies through digital tools was carried out. The information supporting the work was obtained through an interview with the manager and a survey of 362 clients. For the analysis of the information, the Google Forms platform was used, where it was found that 75% of the clients corresponded to direct banana export companies and 25% to independent clients. The results were tabulated using frequency tables and graphs, which allowed identifying that 12.50 % of respondents consider advertising in the company's service offerings to be regular. Subsequently, a PESTEL situational diagnosis and the 7 Ps were carried out, providing key information for the execution of the ANSOFF and SWOT matrices; in conclusion, the proposal proposed focuses on marketing strategies and tactics based on digital marketing, in order to improve the positioning of Fumicar in the market and customer loyalty. |
| eu_rights_str_mv | openAccess |
| format | bachelorThesis |
| id | UNL_d1cbfaa798e7dfaf826828fb1b1395bd |
| instacron_str | UNL |
| institution | UNL |
| instname_str | Universidad Nacional de Loja |
| language | spa |
| network_acronym_str | UNL |
| network_name_str | Repositorio Universidad Nacional de Loja |
| oai_identifier_str | oai:dspace.unl.edu.ec:123456789/31794 |
| publishDate | 2025 |
| publisher.none.fl_str_mv | Loja |
| reponame_str | Repositorio Universidad Nacional de Loja |
| repository.mail.fl_str_mv | * |
| repository.name.fl_str_mv | Repositorio Universidad Nacional de Loja - Universidad Nacional de Loja |
| repository_id_str | 0 |
| rights_invalid_str_mv | http://creativecommons.org/licenses/by-nc-sa/3.0/ec/ |
| spelling | Plan de Marketing para la empresa Fumicar S.A. del cantón Pasaje, provincia del Oro.Noboa Rivera, Erick DanielMARKETINGESTRATEGIASHERRAMIENTAS DIGITALESThe general objective of this research was to develop a marketing plan for the company “Fumicar S.A.”, in order to increase the efficiency in the offer of its services and improve its position in the market. A research with a qualitative and quantitative approach was used, using the descriptive and analytical methods, which allowed to investigate the characteristics that affect the services offered by the company, then the development of a proposal with advertising strategies through digital tools was carried out. The information supporting the work was obtained through an interview with the manager and a survey of 362 clients. For the analysis of the information, the Google Forms platform was used, where it was found that 75% of the clients corresponded to direct banana export companies and 25% to independent clients. The results were tabulated using frequency tables and graphs, which allowed identifying that 12.50 % of respondents consider advertising in the company's service offerings to be regular. Subsequently, a PESTEL situational diagnosis and the 7 Ps were carried out, providing key information for the execution of the ANSOFF and SWOT matrices; in conclusion, the proposal proposed focuses on marketing strategies and tactics based on digital marketing, in order to improve the positioning of Fumicar in the market and customer loyalty.La presente investigación tuvo como objetivo general desarrollar un plan de marketing para la empresa “Fumicar S.A.”, con la finalidad de aumentar la eficacia en la oferta de sus servicios y mejorar su posición en el mercado. Se utilizó una investigación con enfoque cualitativo y cuantitativo utilizando los métodos descriptivo analítico, que permitió indagar las características que inciden en los servicios que ofrece la compañía, posteriormente se realizó la elaboración de una propuesta con estrategias publicitarias a través de herramientas digitales. La información que respalda el trabajo se obtuvo a través de entrevista al gerente y una encuesta dirigida a 362 clientes. Para los análisis de la información se utilizó la plataforma Google Forms donde se evidenció que el 75 % de clientes corresponde a empresas de exportación directa de banano y un 25 % a clientes independientes. Los resultados fueron tabulados mediante tablas y gráficas de frecuencia lo que permitió identificar que el 12,50 % de encuestados consideran regular la publicidad en la oferta de servicios de la compañía, posteriormente, se realizó un diagnóstico situacional PESTEL y las 7 Ps brindando información clave para la ejecución de las matrices ANSOFF y FODA, en conclusión, la propuesta planteada se enfoca en estrategias y tácticas de comercialización basadas en el marketing digital, con el fin de mejorar el posicionamiento de Fumicar en el mercado y la fidelización de clientes.LojaOrtega Pesantez, Zoila Mónica2025-01-17T17:19:06Z2025-01-17T17:19:06Z2025-01-17info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/bachelorThesis82 p.application/pdfhttps://dspace.unl.edu.ec/jspui/handle/123456789/31794spahttp://creativecommons.org/licenses/by-nc-sa/3.0/ec/info:eu-repo/semantics/openAccessreponame:Repositorio Universidad Nacional de Lojainstname:Universidad Nacional de Lojainstacron:UNL2025-05-02T13:26:02Zoai:dspace.unl.edu.ec:123456789/31794Institucionalhttps://dspace.unl.edu.ec/Universidad públicahttps://unl.edu.ec/https://dspace.unl.edu.ec/oaiEcuador***opendoar:02025-05-02T13:26:02falseInstitucionalhttps://dspace.unl.edu.ec/Universidad públicahttps://unl.edu.ec/https://dspace.unl.edu.ec/oai*Ecuador***opendoar:02025-05-02T13:26:02Repositorio Universidad Nacional de Loja - Universidad Nacional de Lojafalse |
| spellingShingle | Plan de Marketing para la empresa Fumicar S.A. del cantón Pasaje, provincia del Oro. Noboa Rivera, Erick Daniel MARKETING ESTRATEGIAS HERRAMIENTAS DIGITALES |
| status_str | publishedVersion |
| title | Plan de Marketing para la empresa Fumicar S.A. del cantón Pasaje, provincia del Oro. |
| title_full | Plan de Marketing para la empresa Fumicar S.A. del cantón Pasaje, provincia del Oro. |
| title_fullStr | Plan de Marketing para la empresa Fumicar S.A. del cantón Pasaje, provincia del Oro. |
| title_full_unstemmed | Plan de Marketing para la empresa Fumicar S.A. del cantón Pasaje, provincia del Oro. |
| title_short | Plan de Marketing para la empresa Fumicar S.A. del cantón Pasaje, provincia del Oro. |
| title_sort | Plan de Marketing para la empresa Fumicar S.A. del cantón Pasaje, provincia del Oro. |
| topic | MARKETING ESTRATEGIAS HERRAMIENTAS DIGITALES |
| url | https://dspace.unl.edu.ec/jspui/handle/123456789/31794 |