Plan de marketing para la empresa progenética de la ciudad de Nueva Loja, cantón Lago Agrio, provincia de Sucumbíos, para el año 2016
This research work has the general objective of developing and proposing a Marketing Plan for the Progenetica company of the city of Nueva Loja, Lago Agrio, province of Sucumbíos, from which the specific objectives are derived that in summary, try to make a diagnosis of the company, develop strategi...
-д хадгалсан:
| Үндсэн зохиолч: | |
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| Формат: | bachelorThesis |
| Хэл сонгох: | spa |
| Хэвлэсэн: |
2017
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| Нөхцлүүд: | |
| Онлайн хандалт: | http://dspace.unl.edu.ec/jspui/handle/123456789/19690 |
| Шошгууд: |
Шошго нэмэх
Шошго байхгүй, Энэхүү баримтыг шошголох эхний хүн болох!
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Шошго нэмэх | Тойм: | This research work has the general objective of developing and proposing a Marketing Plan for the Progenetica company of the city of Nueva Loja, Lago Agrio, province of Sucumbíos, from which the specific objectives are derived that in summary, try to make a diagnosis of the company, develop strategic objectives, propose strategies, activities, goals, responsible, etc., and establish control indicators. For this purpose it was necessary to apply a set of methods and techniques, including the first, scientific method, inductive, deductive and statistical, as far as techniques, the interview was applied, which was applied to the Manager of Progenetica, in addition two surveys were developed, the first one to 200 current clients of the company and the second one to the 6 workers of Progenetica. The annotated methods and techniques, together with the PETS analysis, made it possible to carry out the internal and external diagnosis of the company, which is structured in the EFI and EFE matrices respectively. In the first matrix we obtain a result of 2.54 which means that the company has greater strength than weaknesses and of the second matrix it was obtained 2.55; which allows to determine that the opportunities of the company are on the threats. With the determination of the results, four strategic objectives were raised, such as capturing new markets in order to increase sales and improve profits valued at $ 800.00 dollars, to promote the company through a Promotions Plan valued at $ 4,600.00 dollars, to realize an advertising plan for the company Progenetica with value of $ 1,855.20 dollars; and, hold permanent training seminars for company personnel in high-tech areas valued at $ 720.00 dollars. In conclusion, it can be stated that the company Progenetica has not carried out market research processes or a Marketing Plan in a technical way so it is necessary that the present proposal is not only in a document, but is put into practice, in the day to day, in order to in controlling its execution. |
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