Plan estratégico de marketing para el hospital – clínica San Agustín de la ciudad de Loja, provincia de Loja

The title of this research is: "STRATEGIC PLAN OF MARKETING FOR THE HOSPITAL - CLÍNICAL SAN AGUSTÍN OF THE CITY LOJA, PROVINCIA DE LOJA". The general objective that guided the present investigation was to elaborate a Strategic Plan of Marketing for the "Hospital - San Agustín Clinic" of the city of Loja. The methodology used during the development of the present study was based on the application of different methods such as: inductive, deductive, historical, analytical, synthetic, in addition it was necessary to resort to the use of techniques such as observation, survey and interview Performed to the Manager of the Hospital - San Agustín Clinic. During the process of preparing the Strategic Marketing Plan for the Hospital - San Agustín Clinic, the following procedure had to be followed: In the first instance, the analysis of factors external to the company was carried out. An analysis was made of the social, economic, political, technological and competitive factors of the environment, as well as Porter's forces. Was able to obtain accurate information about the main opportunities and threats for the company. In second place was the analysis of internal factors of the company, for which an interview was applied to the Manager; 340 surveys were also applied to external clients and to all 25 employees. As a result of the field study, it was possible to obtain first-hand information sufficient to identify the company's main strengths and weaknesses. Identification through internal and external analysis was obtained the main strengths, weaknesses, opportunities and threats of the Hospital - San Agustín clinic, served as a basis for the structuring of the SWOT matrix, and later the matrix of HIGH IMPACT, of which The following strategic objectives were obtained: Capture more customers and increase sales of company services Hospital - Clínic San Agustín in the city of Loja. To increase the sales of the company of the Hospital - Clínic San Agustín of the city of Loja. Increase the number of customers, by widely publicizing the services offered by the company. To improve the skills and qualities of the company Hospital - Clínic San Agustín, so that it is competitive in the market of health services. Among the conclusions, the research highlights the following: Based on the interviews and surveys of the manager, the employees and clients of the Hospital - San Agustín Clinic, it is determined that it does not have a Strategic Marketing Plan that allows improving the service of the company and that it becomes necessary to strengthen and implement New strategies to tackle them. The employees state that the Hospital - Clínic San Agustín does not have a Strategic Marketing Plan to improve the performance of the same to fulfill the tasks, activities and functions in the company. The manager of the Hospital - Clínic San Agustín, says that they do not have a Strategic Marketing Plan, hoping that this study will contribute with a viable proposal, so that in the future it can implement this valuable instrument to the company, so it becomes necessary to implement it To achieve the positioning of the company in the market. The budget will be financed directly by the Hospital - Clínic San Agustín. The result of the analysis of external factors gave us a value of 2.73, with a predominance of opportunities on the threats. The result of the analysis of internal factors gave us a value of 2.56 with a predominance of strengths over opportunities. The strategic objectives are: To attract more clients and increase sales of the services of the Hospital - Clínic San Agustín in the city of Loja; Increase sales of the company company Hospital - San Agustín Clinic of the city of Loja; To increase the number of customers, by publicizing widely the services offered by the company; To improve the skills and qualities of the company Hospital - Clínic San Agustín, so that it is competitive in the market of health services. The budget to carry out the Strategic Marketing Plan in the Hospital - Clínic San Agustín is $ 38,790.00 dollars Among the most important recommendations we have the following: That the owners of the Hospital - San Agustín Clinic apply the Strategic Marketing Plan proposed in the investigation, also applying the strategic market designs, and in this way to improve the situation of the company. That the training must be done constantly both to the Manager and the employees of the Hospital - San Agustín Clinic, in courses such as human relations, customer service.

• Autore principale: Guamán Rivas, Israel Antonio (author)
• Natura: bachelorThesis
• Lingua: spa
• Pubblicazione: 2017
• Soggetti: ADMINISTRACION DE EMPRESAS; MARKETING; PLAN ESTRATÉGICO
• Accesso online: http://dspace.unl.edu.ec/jspui/handle/123456789/18650