Plan estratégico de marketing para el “comercial margarita” en la ciudad de Puerto Quito, provincia de Pichincha (2014-2018)

The present research on "STRATEGIC MARKETING PLAN FOR THE" COMMERCIAL MARGARITA "in the city of Puerto Quito, Pichincha Province (2014-2018)", was developed with the general objective to develop a strategic marketing plan in order to enhance development because if strategic marketing plan will benefit applies in its internal and external image to improve their sales and profits in the future. The overall aim is approach it in circumstances that require Business needs to make significant changes and stock up on new marketing tools such as administrative and management. The overall objective of this research is to determine a strategic marketing plan for the "commercial MARGARITA" IN THE CITY OF PUERTO QUITO, Pichincha Province (2014-2018) ". Within the Strategic Marketing Plan, a series of methodological procedures or guidelines used to allow function in the different phases of the investigation continues. So you have in the investigation, the following: Deductive, inductive and between the techniques used methods were used is the interview this was applied to the owner of Commercial daisy, which could conduct an internal investigation of commercial highlighting relevant aspects to determine strengths and weaknesses. The survey was aimed at business customers in a sample of 352 surveys, the information collected was essential to know the comments related to the acceptance that has the commercial market. A survey of 12 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 business and to extract the strengths and weaknesses were also conducted. To perform external analysis a study of the political, economic, legal, technological and social factors and Porter 5 forces performed well to identify opportunities and threats surrounding the supermarket. The weighted total Matrix EFE (External Factors Evaluation) is 2.85, this means that the Commercial Margarita is using the opportunities and threats you are not causing much damage. The weighted total EFI Matrix (Internal Factors Evaluation) is the weighted total of 2.68 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 matrix the same high impact approach contributing to the strategic objectives proposed for the strategic marketing plan, the same as detailed below was built: Strategy 1. Create a new service in the distribution of products at home Strategy 2. Perform an increase in commercial staff to increase customer service. 3. Conduct a promotional strategy plan with products that have commercial for sale. Strategy 4. Conduct an aggressive advertising to learn more about the commercial level port city of Quito. The budget required for the implementation of the strategic plan of marketing for Commercial Margarita is 7453.68. Based on the results I have obtained the discussion, in which a proposed Strategic Marketing Plan was developed to improve business activity, comprising strategic objectives. Finally the most important findings of the investigation with their respective recommendations were obtained, the literature and finally are the annexes

• Hlavní autor: León Yanza, Sandra Margarita (author)
• Médium: bachelorThesis
• Jazyk: spa
• Vydáno: 2015
• Témata: PLAN ESTRATÉGICO; MARKETING; COMERCIO; COMPRA VENTA
• On-line přístup: http://dspace.unl.edu.ec/jspui/handle/123456789/8209