Plan de marketing estratégico para la constructora Marquínez Cía. Ltda. orientado a la comercialización de nuevos proyectos habitacionales en el cantón el Carmen, provincia de Manabí períodos (2014- 2017).”

This research was conducted in Marquínez Construction Co. Ltd., Which is located in Canton Beach, the main objective of the research was to design a strategic marketing plan for the company, which is oriented to the commercialization of a new housing project called "Beautiful Horizons". To analyze the problem revolves around the marketing strategies used by the construction company to market their housing projects, since today is an important marketing tool in the promotion and dissemination of new products to the consumer market. Starting from this preamble, the following hypothesis is made: "Ignorance of the housing solutions with the target audience does not lead to the established sales or raised by the Construction Co. Marquínez. Ltda." To prove or disprove the hypothesis a market study was conducted for the population of the canton El Carmen, whose results showed that 58% of surveyed families do not have their own home, which is beneficial for the launch of the new housing project currently Construtora Co. Marquínez offer. Ltda. In the sector. In addition to this a SWOT matrix in which it was possible to know that as main weaknesses are the Constructora not have an effective marketing system was made, no sales force and no means of advertising, while as strengths comprise the owner aware of the business activity, has technical personnel for the study of soils and has its own funding and through financial institutions. For a better presentation of research we proceeded to divide it into chapters , which are detailed below: Chapter I presents the introduction, approach and formulation of the problem, rationale and objectives of the research. Chapter II consists of the theoretical framework of the research, which is divided into three sections, conceptual, theoretical and legal. Chapter III covers the research methodology in which the methods, types and techniques used for data collection as well as the population and shows that have been studied are detailed. Chapter IV research results show, which determined that the construction on the environment is not as well known as it has not developed marketing strategies that allow you to reach new niche markets. Chapter V presents the conclusions and recommendations obtained in the investigation, which serve as a basis for structuring the proposed alternative. Chapter VI consists of the alternative proposal in which the objectives of the strategies to implement, mission, vision, corporate values, image and slogan and other aspects which are important for implementation of the housing project are presented.

• المؤلف الرئيسي: Burgos Bravo, Liliana Margarita (author)
• التنسيق: bachelorThesis
• اللغة: spa
• منشور في: 2015
• الموضوعات: Comercialización; Constructora; Proyectos habitacionales; El Carmen
• الوصول للمادة أونلاين: http://repositorio.uteq.edu.ec/handle/43000/5158