Plan de marketing para la empresa de radio taxi "PRESTOCAR S.A" servicio ejecutivo. Quevedo 2011

This research was carried out in Quevedo, Los Ríos province, Ecuador, during the year 2010. It analyzed the company Radio Taxi Prestocar S.A., its actual and potential market, its competence and its internal situation under methodDAFO, upon the formulation of a Marketing Plan to lead its marketing activity in 2011. Chapter 1 presents the introduction. Chapter 2 contains the General and specific objectives of research. Chapter 3 presents the problematization of the research, which includes the enunciation, the development and systematization of the problem: “the absence of a Marketing Plan limits the management marketing of Radio Taxi "Prestocar S.A." company, in the quick transportation Quevedomarket, during the year 2011?” Chapter 4 presents the rationale for the research, as well as General and specific assumptions, variables and their corresponding operationalization. Chapter 5 refers to the theoretical framework of research. It is compiled, especially basic concepts transport in taxis and Marketing. Chapter 6 presents materials and methods used in field research. The types and methods of investigation, the determination of research and the population and sample instruments are narrowed. It also appears the size and distribution of the sample analysis and systematization of tabular information. Chapter 7 shows the results of the investigation. It Includes analysis of competition and the internal situation in the company of Radio Taxi Prestocar S.A. and the results of field research, presented in two separate tables statistical and graphics, with its corresponding analysis and individual interpretation. Chapter 8 presents the main findings of the investigation, including the following: taxi companies have a low advertising presence in Quevedo market; the taxi market average response time of units to demand service is 5 minutes in the downtown of the city; the average price charged by each unit by the service is $1.00 if the race is urban; users employing units of taxi services averages 50 racing per unit, per day; the mass media with greater penetration advertising companies of taxis in the market of Quevedo, is radio. Follows the television; in the minds of the users of taxis in Quevedo, brand or company with more remembrance is taxi Rey; 63% of users does not know the service offered by Prestocar because the company did not have much time on the market and had received no publicity; users who have used the services of Prestocar, 64% believe service is moderately fast; positive intention to purchase the service offered by Prestocar is high: 82%; the general hypothesis was corroborated: "a Marketing Plan implementation will enhance radio company marketing management taxi"Prestocar S.A., during the year 2011"" Chapter 9 summarizes the main recommendations, which highlights the following: designing a Marketing Plan that will enhance the management of marketing for Radio Taxi Company "Prestocar S.A., year 2011, since that positive intention to purchase the service offered by Prestocar is high." Chapter 10 presents the Marketing Plan for Radio Taxi company "Prestocar S.A., 2011, also features internal situation and the corresponding analysis DAFO, vision and mission, the mix of market and advertising campaign, detailed in Media Plan and promotional Plan. Also presents planning control of the plan and its different stages. Chapter 11 contains literature consulted in the research. Finally, Chapter 12 shows support annexes, as well as the advertising.

• Príomhchruthaitheoir: Pérez Kutaytón, Janeth Cristina (author)
• Formáid: bachelorThesis
• Teanga: spa
• Foilsithe / Cruthaithe: 2010
• Ábhair: Plan de Marketing; Empresa de radio taxi
• Rochtain ar líne: http://repositorio.uteq.edu.ec/handle/43000/2529