Plan estratégico de marketing para la empresa comercializadora de acabados para la construcción Super K’ssa de la ciudad de Loja

The general objective of this project is to develop a strategic marketing plan for COMERCIAL0IZADORA COMPANY FINISHES FOR CONSTRUCTION SUPER K'SSA city of Loja, in order to determine necessary actions that lead to commercially better position in the market lojano; and, on this basis to make a proposal. To develop this thesis project was necessary to use the following methods: Inductive Method which employed him in conducting surveys that provided the formulation of ideas about market behavior through the sample size, the deductive method allowed relate the problem of the marketing function, from the general to reach specific knowledge such as the determination of the theoretical content in the implementation of the marketing plan, the empirical method whose contributions helped in the interpretation of the results and was important and indispensable to publicize the results of the analysis of the interview with your manager and survey company staff and customers respectively. The techniques used direct observation was conducted during the project, the interview that was conducted by the manager of the company, with previously established questionnaire and survey questions was applied to 391 guests and 9 employees SUPER K'SSA for which the required information from many clients attending the same in 2014 and how many employees work in the company, data given by the manager, just as this issue yielded the size of the sample was obtained. For the development of the research was necessary to consider several objectives which comprises the development of strategic marketing plan that allows you to achieve a better position in the market town of Loja, for it was necessary to conduct a situational analysis. Note that for the fulfillment of these objectives and deductive methods were applied to the same as possible to analyze external factors (opportunities and threats) in the different political, economic, social, technological, besides Porter's five forces determine their impact on the company, on the other hand the inductive method allowed analyze internal factors (strengths and weaknesses) and competitive profile matrix allowing to establish the competence of the company. the techniques used were direct observation, survey and interview. Basic tools applied to the compilation of information necessary for this study. The results could be identified that the company has STRENGTHS among which comprise: strategic business location, competitive product prices, excellent customer service, quality products, excellent working environment. Among the main OPPORTUNITIES are population growth, business location, recognized brand products. WEAKNESSES having: lack of advertising, promotions, there is no training for their staff, lacks vision, mission, values, principles. THREATS must face are different situations of the environment that adversely affect attacking the permanence of the company. As is, the market entry of new competitors in the business, image competitors inflation. According to the results of the matrix competitive edge I can determine that marketer of finished construction is overcome in some strengths by Velcerámica and PENTHOUSE in some strongholds such as positioning, image, promotions and advertising, so the company should consider imperiously plans suitable to better position itself in the market lojano. By getting the results the following proposals are made: Design and build the Mission, Vision, Values and Principles of the company. Develop a plan for advertising through different media, in order to publicize the products offered by the company Building a promotion plan to inform and persuade customers regarding products offered by the company. Design and implement a training program for operational staff, in order to improve interpersonal relationships and service. We conclude and formulate feasible recommendations for the company in order to contribute to its improvement and business development, providing a better service to their customers and gain market position

• Autor principal: Guamán Freire, Daniel Alexander (author)
• Formato: bachelorThesis
• Idioma: spa
• Publicado em: 2015
• Assuntos: PLAN ESTRATÉGICO; MARKETING; ACABADOS DE CONSTRUCCIÓN; COMERCIALIZACIÓN
• Acesso em linha: http://dspace.unl.edu.ec/jspui/handle/123456789/8401