Direccionamiento estratégico para el sector de moto encomiendas del cantón Latacunga.

This research project was carried out through the study of theoretical references in order to develop the strategic direction of the delivery motorcycle package sector in Latacunga Canton; at the beginning, it was necessary to establish the scientific-technical foundation that supported the research; then a situational diagnosis of the delivery motorcycle package sector was developed to determine which strategies are applicable, and finally the direction process was developed based on the situational diagnosis to enhance the productive development of this area. The study was justified because it has theoretical value and practical utility to achieve the objectives. Methodologically, the research work is exploratory with the application of a documentary and field design, which facilitated the realization of the survey that was applied to the consumers and potential clients of the service; and, on the other hand, the interview that was executed to the owners of the businesses that operate in this sector. Also, a situational diagnosis of the area was carried out, which represents the own analysis of the macroenvironment (Pestel), into the microenvironment (Porter's Five Forces), and the SWOT analysis. The data processing allowed to determine that there is a large potential market to utilize because due to ignorance or mistrust of the population, they have not used the service that the delivery motorcycle package sector offers, which allow for generating a proposal based on human resource strategies, advertising, operations and the use of technology, taking into account the needs and requirements of customers and thus provide a quality service to its users. Consequently, it is concluded that with the proposal based on strategic direction, it will probably be possible to boost the development of the sector.

• المؤلف الرئيسي: Peralta Peralta, Gohvana Melina (author)
• التنسيق: bachelorThesis
• اللغة: spa
• منشور في: 2019
• الموضوعات: DIRECCIONAMIENTO; ESTRATEGIAS; POTENCIAR; DESARROLLO; PRODUCTIVO; INGENIERÍA COMERCIAL
• الوصول للمادة أونلاين: http://repositorio.utc.edu.ec/handle/27000/7522