Plan de marketing estratégico para la empresa “Ital-Compu”, del cantón Francisco de Orellana, provincia de Orellana, para el Periodo 2017-2021

The General Objective of this research is to "Develop a Strategic Marketing Plan in the company ITAL-COMPU, using the knowledge and tools acquired in the classroom, to improve sales and visualize a growth of the company in the period from 2017 To 2021 ", first we used methods, within which we have, the deductive method allowed to relate the problem under study from the general to the concrete or particular; The Inductive method helped to compare the problem under study from the particular to the general, showed that the underutilization of technological tools has prevented its growth; The statistical method facilitated the tabulation of the surveys applied to the clients and employees of the company; (6), external clients two hundred and sixty (260) and an interview with the ITALCOMPU Manager, under these conditions, these data collaborated in order to formulate the strengths, Opportunities, weaknesses and threats, always relying on field research, in the design of the SWOT matrix. Afterwards, internal and external analyzes were carried out through the application of the EFE and EFI matrix. The analysis of the Mission and Vision was carried out in order to later revise the Vision, Mission and Objectives. With these considerations through the Matrix of High Impact, four strategic objectives were proposed, among which we have to carry out an advertising plan that contributes to achieve a better adequate positioning and market amplitude. For this objective, costs of $ 1,410 , $ 00, Implement a plan of promotions in the Company Ital-Compu, con worth $ 2,875.00 dollars, To realize a training plan to achieve the performance of the personnel in the Company with a value of $ 1,100,00 dollars; And, Elaborate a Plan of Motivation and Incentives to the employees of the company with a value of $ 670.00 dollars. Within the most important conclusions we have that The lack of a Vision and Mission defined for the company, has originated that this has no definite course, It has been determined the Vision and Mission of the company which will help to enrumbar the destiny of the company , Through the internal analysis of the company, made the diagnosis of the company under the current conditions found, It has been determined that the company does not take advantage of external opportunities and is susceptible to threats from its environment to more than it is Weakly internally, ITAL-COMPU, lacks a strategic marketing plan. The plan to be implemented in the present project is to select and carry out the respective contracts with the most circulated, tuned and coverage media that allows Know the products of the company, whose value represents an investment of $. US $ 5,705.00.

• Tác giả chính: Alvarado Cerda, Guido Carlos (author)
• Định dạng: bachelorThesis
• Ngôn ngữ: spa
• Được phát hành: 2017
• Những chủ đề: INGENIERIA COMERCIAL; PLAN DE MARKETING ESTRATÉGICO
• Truy cập trực tuyến: http://dspace.unl.edu.ec/jspui/handle/123456789/19820