Plan de marketing para la joyería (El Palacio Del Amor) en la ciudad de Nueva Loja, cantón Lago Agrio, provincia de Sucumbíos, para el año 2017
Currently the implementation of a marketing plan has become very important for companies, due to the great need to improve the development of the activities in which they operate. Due to such circumstances, the present thesis project has as a general objective: "To elaborate a marketing plan fo...
Kaydedildi:
| Yazar: | |
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| Materyal Türü: | bachelorThesis |
| Dil: | spa |
| Baskı/Yayın Bilgisi: |
2017
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| Konular: | |
| Online Erişim: | http://dspace.unl.edu.ec/jspui/handle/123456789/19870 |
| Etiketler: |
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Etiketle | Özet: | Currently the implementation of a marketing plan has become very important for companies, due to the great need to improve the development of the activities in which they operate. Due to such circumstances, the present thesis project has as a general objective: "To elaborate a marketing plan for the Jewelry El Palacio del Amor, which is located in the city of Nueva Loja, province of Sucumbíos", which allows the increase of their participation in the local market. In order to develop the present study, different methods and techniques of information collection were used that helped us to elaborate the thesis. Among the applied methods we have: the deductive, inductive, scientific method and the statistical method; as a guide to follow a logical process in research. As well as different techniques were applied, such as direct observation, the interview made to the administrative manager of the jewelry and the surveys applied to the 9 employees and a sample of 306 clients; information that allowed to detect the internal and external problems that jewelery faces, for later with the approach of the objectives to give them solution. The realization of the evaluation of the External Factors of the jewelery, activity carried out through the use of the MEFE matrix, provided a weighted result of 2.79, the same one that indicates that in the company there is an acceptable predominance of opportunities compared to your threats The evaluation of the internal factors of the company, carried out through the use of the MEFI matrix, provided a weighted result of 2.64, which indicates that the company has a broad predominance of strengths in the face of its weaknesses. With regard to the results of the proposal of the marketing plan for jewelry "EL PALACIO DEL AMOR", it is proposed: to carry out an advertising and promotions campaign in order to increase the portfolio of clients, to position the Jewelry shop "EL PALACIO" DEL LOOR "as the main jeweler of the locality, placing it within reach of the clients with the best market price, establishing strategic alliances with international suppliers and elaborating a training plan for the jewelery employees. The total budget for the execution of these objectives amounts to $ 7,184.00 dollars, a value that in its entirety will be financed by the jeweler. Finally it has been possible to conclude and recommend the application of suitable strategies for the marketing plan for the jewelry "EL PALACIO DEL AMOR" of the city of Nueva Loja, and in this way be able to position itself in the market, in order to have higher income and utilities. |
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