Plan estratégico de marketing para la empresa servicio técnico Megacell de la ciudad de Loja

The present thesis project called "PLAN strategic of MARKETING to the company service technician MEGACELL DE LA City of LOJA" consists of the systematic identification of opportunities and dangers arising in the future, which when combined with other important data provide the basis for a company take better decisions to avoid the dangers, with the aim of improving the economic and competitive development of the company. To develop this study, we use different methods and techniques of data collection that served for the preparation of the thesis. Among the methods applied are: the analytical method - synthetic who used it to carry out the analysis of the surveys which were applied which allowed to classify, sort and analyze the results obtained, the synthetic method who guided us to follow a logical in our study process. Likewise used the deductive method which helped us to deduct General aspects make an alternative proposal by means of information to collect a sample of customers, it was also used in the interpretation of data in the SWOT matrix of factors external, internal and high impact, the inductive method was used it to carry out different analyses of the market in terms of customers products, prices, plaza and promotions as well as the analysis of competition, to then propose appropriate alternatives, through strategic marketing plan and finally the conclusions and recommendations, the descriptive method is used it describing the current status of the analytical company. As well as also apply different techniques to collect information, such as direct observation, the interview with the Manager of the company and the surveys applied to 3 employees and 278 guests who with their responses allowed to detect the internal and external problems facing the company, and be able to extract the strengths and weaknesses. In as to the results obtained throughout the investigative process done, highlight the following: external analysis with application of the matrix EFE (assessment of external factors) determined that the weighted factor is 2.49 which indicates that the organization is in a threat environment. On the EFI (internal factor evaluation) matrix, obtaining a value weighted 2.68 which allows us to determine that the Megacell company keeps a position internal strong, which ensures you can go ahead and develop positive in the middle. With the position strategic external demonstrate is that currently there are high-end products such as technological progress, political stability but also presents economic instability in the country, increase of safeguards, existence of substitute products. To perform the SWOT analysis, is required the internal analysis as external in the latter a political, economic, social and technological factors study performed to determine the opportunities and threats that surround the company Megacell. In regards to the results of the proposal of the Strategic Marketing Plan for the company "MEGACELL technical service" is proposed: make a plan advertising and promotion that will help achieve a proper positioning of the company in the market, in order to keep the loyalty of the customers. Furthermore it is proposed to formulate a training plan for the personnel of the company and give motivation and incentives to staff. Has finally been able to conclude and recommend the application of suitable strategies for the Strategic Marketing Plan for the company "Service technical MEGACELL" of Loja's city, and in this way managed to position themselves in the market, in order to have higher incomes and profits.

• Hovedforfatter: Carpio Cueva, Carolina Stefania (author)
• Format: bachelorThesis
• Sprog: spa
• Udgivet: 2016
• Fag: ADMINISTRACIÓN DE EMPRESAS; PLAN ESTRATÉGICO; MARKETING
• Online adgang: http://dspace.unl.edu.ec/jspui/handle/123456789/14417