Plan estratégico de marketing para la lavadora y lubricadora San Sebastián, de la ciudad de Loja

This thesis project called "STRATEGIC MARKETING PLAN FOR THE WASHER AND lubricator SAN SEBASTIAN CITY" is the development of a strategic marketing plan to promote the development and growth of the company object of this study, which It has been made based on theoretical underpinnings of strategic marketing plans and information obtained by using field surveys in a total of 391 external customers, internal customers in August and an interview with the manager. Based on the information obtained, it states that the greatest opportunity that has the company in the external environment is "Tax rules formalize lhasa economic activities through obligations, allowing access to special financial credits" and the greatest threat is the smuggling of as additives for goods vehicles, encouraging speculation in prices. As strengths of the company among the most important it has been determined that the price of the service is well below the competition, the main weakness is the lack of business objectives, as well as the lack of a marketing plan is also presented besides not having a vision and mission that identify it. According to the analysis of the EFE and EFI matrices, it is determined that the weighted EFE factor is 2.66, indicating that the company is not taking advantage of the opportunities and threats it can do much harm. Regarding the weighting factor EFI, a value of 2.34 was obtained, which means that the company is weak internally. Finally after the SWOT analysis, it is determined that the first choice for the implementation of the strategic plan is the operational plan No. 4 which is "Select and perform the respective contracts with the media with the largest circulation, tuning and coverage in the city and Loja province that allows to share the washing and lubrication service company "Washer San Sebastian", whose annual budget is US $ 2.760. Likewise we conclude the research concluded this the development of the respective conclusions and recommendations

• 1. Verfasser: Lara Granda, Narda Jacqueline (author)
• Format: bachelorThesis
• Sprache: spa
• Veröffentlicht: 2015
• Schlagworte: PLAN ESTRATÉGICO; MARKETING; LAVADORA Y LUBRICADORA; VEHÍCULOS
• Online Zugang: http://dspace.unl.edu.ec/jspui/handle/123456789/8901