Plan estratégico de marketing para la ferreteria la casa del constructor del cantón Yanzatza, provincia de Zamora Chinchipe

This thesis project entitled "STRATEGIC MARKETING PLAN FOR THE HOUSE BUILDER HARDWARE CANTON Yanzatza province of Zamora Chinchipe," whose general objective is to "conduct a Strategic Marketing Plan for the Hardware" House Builder " Yantzaza in the canton, Zamora Chinchipe, in the same the following methods were used: Historic, which provide the necessary data regarding the details of the home and the importance that has had the hardware in several respects; Analytical, was employed in the analysis of information obtained in the hardware and the results obtained in implementing the various investigative tools, allowing to establish the reality of the company and make the proposed marketing plan; Deductive, he helped relate the impact of technological, economic and political in the commercial area of hardware factors; Inductive, this method allowed to reach the formulation, analysis and interpretation of surveys that were applied to the employees of the company, the same that helped raise useful and accurate information on research; Statistical helped the tabulation of surveys of customers and employees of the Hardware; Likewise the following research techniques as the survey, which was applied to 200 customers and 15 employees, the interview was applied to the Hardware Manager and direct observation were used. Further it comprising external analysis of the company which comes EFE weighted matrix whose result was 2.75 which is above the average of 2.50, also the internal analysis of the company that gives rise to the matrix (EFI ), cuto result is 2.55, which is below the average of 2.50. A SWOT analysis of the company is then performed, in which the strengths and weaknesses and the threats and opportunities are presented, then the matrix of high impact criteria and assessment with their respective percentages are made. This determines the strategies, of which the overall budget of the marketing plan was $ 19838.00 is derived. Among the most relevant conclusions we have: The lack of socialization of the Vision, Mission and Business Objectives employees, has caused ignorance, resulting in a lack of employee commitment to the company; Internal analysis by the Hardware was found that there is no adequate training aimed at employee in the company, this directly affects the motivation and efficiency in its functions; The Hardware does not take advantage of external opportunities and threats susceptible to their environment over a number of weaknesses have internally; The Hardware is not a Marketing Plan, established to guide the activities of advertising and promotion of the company; so we have implemented the Marketing Plan for Hardware, which focuses mainly on attracting new customers, strengthening the image and improving the ownership of the employee to the company. Among the most important recommendations is the implementation of a Strategic Marketing Plan, considering it is a very important for the growth of the hardware side, the increase in the number of customers, strengthening the image and improving employee commitment to the company and therefore the degree of customer satisfaction increases

• Главный автор: Flores Chamba, Sulema Vianey (author)
• Формат: bachelorThesis
• Язык: spa
• Опубликовано: 2015
• Предметы: MARKETING; PLAN ESTRATÉGICO; FERRETERÍA; COMERCIALIZACIÓN
• Online-ссылка: http://dspace.unl.edu.ec/jspui/handle/123456789/8194