Plan de marketing para la empresa de internet Nangaritza.Net de la ciudad de Guayzimi, provincia de Zamora Chinchipe, para el año 2016.
Prepare a Marketing Plan for the Internet company Nangaritza.Net of the city of Guayzimi, Canton Nangaritza, Province of Zamora Chinchipe, is the general objective outlined for the development of the present title work, the specific objectives that were raised are : Diagnose the situational status o...
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| Päätekijä: | |
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| Aineistotyyppi: | bachelorThesis |
| Kieli: | spa |
| Julkaistu: |
2018
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| Aiheet: | |
| Linkit: | http://dspace.unl.edu.ec/jspui/handle/123456789/20399 |
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Lisää tagi | Yhteenveto: | Prepare a Marketing Plan for the Internet company Nangaritza.Net of the city of Guayzimi, Canton Nangaritza, Province of Zamora Chinchipe, is the general objective outlined for the development of the present title work, the specific objectives that were raised are : Diagnose the situational status of the Internet company Nangaritza.Net of the city of Guayzimi, canton Nangaritza. Analyze the environment, the geographical scope, area of influence, competition, suppliers, potential customers, as a figure involved in the buying and selling process. Make the SWOT and High Impact matrix of the company "Nangaritza.Net". Propose the strategic objectives for company Nangaritza.Net, and Prepare the marketing plan budget, for the year 2016-2017. To achieve the objectives and for the collection of information, methods and techniques of scientific research were used; The methods used were inductive, deductive, statistical, descriptive and analytical, accompanied by the research techniques used were direct observation, interview and finally the survey. In the results, a situational diagnosis was made of the company Nangaritza.Net, from the city of Guayzimi, canton Nangaritza; The internal analysis of the company under study was then carried out based on the information obtained, the surveys applied to 5 employees and 320 clients of the company Nangaritza.Net, and the interview with the Manager, where the main strengths and weaknesses of the company. Information that allowed to establish the MEFI matrix, which yields a weighted value of 2.41; which allows us to conclude that the weaknesses surpass the strengths. Then an external analysis was carried out where the economic, political, social, environmental and technological factors were studied, as well as an analysis of the five forces of PORTER and its direct and indirect impact on the normal development of the company "Nangaritza. Net ", thus achieving to identify the main opportunities and threats. This information allowed to establish the MEFE matrix, in which a weighted value of 2.28 is determined; from which it is inferred that the threats outweigh the opportunities. Subsequently the SWOT matrix was made, and the High Impact, whose analysis allowed to establish the strategies FO, FA, DO, DA. The discussion includes the operating plan, budget, and management indicators to measure compliance with the Marketing Plan for the Internet company Nangaritza.Net; which constitute the solid basis on which the development of the present study is based. According to the high impact matrix, it is determined that the strategic objectives are: Implement new advertising campaigns for the company. Offer the home delivery service to increase the sales of the Internet company Nangaritza.net. Train the employees of the Internet company Nangaritza.net, in order to be more efficient in the provision of services. Carry out an incentive plan for the staff, so that they feel committed to fulfilling the mission and vision of the Internet company "Nangaritza.net". Through the indicators of verification of results it is determined that these can be implemented as of 2016 and will have results such as achieving greater knowledge on the part of the Nangaritza.Net company population. The implementation of the marketing plan requires an amount of USD 5.175,90 which will be financed through a bank loan. The work is concluded, according to the diagnosis made, the company has weaknesses and threats that overcome the strengths and opportunities respectively, for which strategies were established to improve the company internally spatially in terms of training and motivation of human talent and externally , in how much to increase sales and customer portfolio. |
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