Plan de marketing para la empresa calvinsa ubicada en la ciudad de Quilanga, cantón Quilanga, provincia de Loja
The objective of this research was to develop a marketing plan for the agricultural inputs trading company CALVINSA, located in Quilanga city, Quilanga canton, province of Loja. The main objective is to imply the growth and development of the company by establishing strategies through a situational...
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| Format: | bachelorThesis |
| Idioma: | spa |
| Publicat: |
2022
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| Matèries: | |
| Accés en línia: | https://dspace.unl.edu.ec/jspui/handle/123456789/24762 |
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Afegir etiqueta | Sumari: | The objective of this research was to develop a marketing plan for the agricultural inputs trading company CALVINSA, located in Quilanga city, Quilanga canton, province of Loja. The main objective is to imply the growth and development of the company by establishing strategies through a situational analysis to prioritize the implementation of activities in order to reach the final milestone. For the theoretical support of the present research literature review was carried out regarding to topics of this study. CALVINSA has the opportunity to increase its position in the local and regional market since it has a variety of selected quality products at affordable prices, in addition to providing good customer service and personalized technical advice. However, there are limitations mainly due to the lack of strategies that would allow the company to expand in the market of the province of Loja, because no marketing plans have been developed. In this context, this research has been focused to achieve an increase in the market positioning of the company by supporting the present research work in the analysis of internal factors contrasted in the EFI Matrix. where a weighted value of 2.52 is obtained and the analysis of external factors that are reflected in the EFE Matrix obtaining a weighted value of 2.66; these values indicate that the company is giving a slightly higher response than the established average, this information is externalized in a SWOT analysis. In order to get to know the client, market research was carried out and with it, strategies were proposed to increase the market for the commercialization of agricultural inputs and therefore to increase the loyalty of the clients with the company. Within the competitive analysis, through the development of the Competitive Profile Matrix, it was possible to know who the main competitors of the company are, those are La Granja and El Campesino, being CALVINSA the company that occupies a leading position in the sector with a score of 3.1. |
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