Plan de marketing para la empresa de servicios mecánicos e industriales "Smi" de la ciudad de Nueva Loja, cantón Lago Agrio, provincia de Sucumbíos, para el año 2017

The overall objective of the present investigation is to carry out a marketing plan for the mechanical and industrial services company "SMI", of the city of Nueva Loja, Cantón Lago Agrio, province of Sucumbíos for the year 2017, that allows to determine the objectives to get detailed strategies and actions to be carried out. Also, the present work has had its full theoretical support, which has served to strengthen the information obtained; the methods used were: Inductive, Deductive, Analytical and Statistical; the techniques used to collect data are listed below: An interview applied to the company manager that determined the strengths and weaknesses, a survey applied to the 23 internal customers and 329 external customers, which allowed the internal analysis of the company . Within the Results, a situational diagnosis of the company was carried out, the internal and external analysis of the company MECHANICAL AND INDUSTRIAL SERVICES "SMI" was reviewed, organizational structure, etc. Next, a SWOT analysis of the company was carried out, in which the internal factors such as Strengths and Weaknesses and the external factors that are the Threats and Opportunities were determined, then the matrix of criteria of high impact and valuation with the respective percentages. In the evaluation made to the external factors of the company through the matrix of External Factors Evaluation the weighted result was 2.63 which means that the company "SMI", that there is a predominance of opportunities we have 1 , 52, on threats that is 1.11; that is to say, it differs from 0.41, which in the company "SMI" has many opportunities to perform better within its external environment and therefore must take advantage of the opportunities with higher expectations that exist in the market to strengthen its growth, such as technological development, increased employment in the families of Nueva Loja, the preference of the national product and the difficult entry of new competitors due to the loyalty of customers. In relation to the EFI weighted factor, a value of 2.68 was obtained, which implies that the company has a predominance of strengths on the weaknesses; that is to say, there are 2.19 strengths and in weaknesses is 0.49, with a difference of 1.7, therefore company, does not have internal problems that can interfere in the growth of the same and also that has a normal development within the local market. The SWOT matrix was then discussed, in which the analysis of the High Impact Matrix is determined, in which the strategic objectives, such as improving the sales system through offering a better service, are proposed. Objective 2 proposes to implement a Promotion plan to increase sales with a budget of USD 4,950.00 per year, objective 3 is to elaborate an advertising plan in the media existing in the canton Lago Agrio with a budget of USD 1,296.00 per year; and Objective 4 proposes to carry out a training plan for company personnel, with a budget of USD 5,400.00 per year, all this proposal determines a total budget of USD 11,646 which will be financed by the partners of the company . These strategic objectives are designed to promote the activities of marketing, sale and promotion of services and products offered. Finally, it was possible to conclude and recommend the application of strategies suitable for the marketing plan for the company "SMI", mechanical and industrial services, of the city of Nueva Loja, and in this way manage to position itself in the market, in order to have higher revenues and profits.

• 1. Verfasser: Huatatoca Shiguango, Diana Rocío (author)
• Format: bachelorThesis
• Sprache: spa
• Veröffentlicht: 2017
• Schlagworte: ADMINISTRACIÓN DE EMPRESAS; PLAN DE MARKETING; SERVICIOS MECÁNICOS
• Online Zugang: http://dspace.unl.edu.ec/jspui/handle/123456789/19674