Plan estratégico de marketing para la empresa de internet de FibraNet de la ciudad de Zamora

The purpose of this research work is to diagnose the different problems existing in FibraNet, an Internet company located in Zamora city, with the purpose of developing a strategic marketing plan. This research combines an exploratory and conclusive approach and was carried out through the application of surveys, interviews, and direct observation of a sample of 341 customers of the company. These techniques allowed the collection of primary information. To achieve the three specific objectives, an external situational diagnosis was carried out, which included a PESTEL analysis to identify the most relevant threats and opportunities, as well as a competitive analysis and Porter's 5 Forces to evaluate the position of the competition. Observation sheets were used to collect this information. Subsequently, the company's internal situation was investigated, which allowed the creation of an EFI a weighted value of 3.21 was obtained, which means that the company has more strengths and fewer threats, in the external the EFE matrix resulting in a weighted value of 1.86, being favorable for the company, which allowed the realization of a matrix SWOT analysis and a high-impact matrix, in order to propose strategies that contribute to the achievement of this research's objectives. In the second objective, a survey was carried out on a sample of 341 clients, to find out their tastes and preferences, an interview was carried out with the owner to understand how they manage the company. In relation to the third objective, strategies were designed at the micro and macro levels. Finally, an estimated budget for the implementation of the strategies was presented, amounting to $2710.00.

• Autor principal: Remache Morocho, Vilma Patricia (author)
• Formato: bachelorThesis
• Lenguaje: spa
• Publicado: 2023
• Materias: ADMINISTRACIÓN DE EMPRESAS; PLAN ESTRATÉGICO DE MARKETING; MARKETING
• Acceso en línea: https://dspace.unl.edu.ec/jspui/handle/123456789/27673