Plan de marketing para la empresa de servicio de alquiler de vehículos Lichi Renta Car del cantón Quevedo, provincia de Los Ríos, año 2015

The use of advertising strategies in service companies car rental is very scarce in Ecuador, few companies conducting advertising campaigns, as in most of the markets just a few signs are seen in the sites where the vehicles. Among those engaged in this activity and they suffer from initiatives to manage the branding company consists LICHI CAR RENTAL Canton Quevedo, province of Los Rios. This paper focuses its actions on developing the competitive advantages of a marketing plan designed for the company indicated above, in order to achieve a greater impact on the target market. To do a study of the sector based on surveys and market analysis is developed. In addition, along with a SWOT analysis, the direction to be taken the company was determined by clarifying various aspects of the new trends and needs of potential users. The results could determine the preferences of those who use rental vehicles, both in terms of service, quality, type of transportation, payment, expected technologies, etc. To realize the plan, the corporate image of the company was established, sketching, through marketing mix, product, place, price and promotion and advertising. In this final stage designs and advertising strategies that will achieve a real positioning of the company, accompanied by a budget that determines the investment to make for effective positioning were designed.

• 1. autor: Chiriboga Casanova, María del Rocío (author)
• Format: bachelorThesis
• Język: spa
• Wydane: 2015
• Dostęp online: http://repositorio.uteq.edu.ec/handle/43000/3206