Plan de marketing para la lubricadora Don Lucho junior en el cantón Quevedo año 2013

The following research was developed at Lubricadora Don Lucho Junior Quevedo, located in Quevedo City, province of Los Rios. The objective is to present a proposal that allows the successful implementation of a marketing plan to strategically position the company’s name and the services provided to its clients. The positive economic impact of the automotive industry in the country, beside the limitations on imports, demands companies that provide auto maintenance to deliver quality services and product differentiation. Differentiation helps auto-maintenance businesses strengthen their market position and increase sales volume. The bibliography specialized in the area was deeply analyzed in this research. For the consumer marking field research, two hundred and forty-two current and potential clients were interviewed. This study shows the results for each individual question as well as the market analysis that includes: 1) demographic characteristics of the target market, 2) the market needs, 3) the analysis of the direct and indirect competitors, and 4) the business’s strengths, opportunities, weaknesses and threats analysis (SWOT analysis). The institutional values of the company have been embraced in order to ensure the success of the proposal. In addition, it is proposed to implement a new corporate image and apply marketing strategies that will improve the product, price, place, promotion and publicity, people and physical presence.

• Autor principal: Arechúa Laaz, Tania Maricela (author)
• Formato: bachelorThesis
• Idioma: spa
• Publicado em: 2013
• Assuntos: Plan de marketing; Lubricadora Don Lucho
• Acesso em linha: http://repositorio.uteq.edu.ec/handle/43000/3133