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https://dspace.unl.edu.ec/jspui/handle/123456789/19892Registro completo de metadatos
| Campo DC | Valor | Lengua/Idioma |
|---|---|---|
| dc.contributor.advisor | Anguisaca Guerrero, Víctor Nivaldo | - |
| dc.contributor.author | Espinoza Zamora, Sabrina Carolina | - |
| dc.date.accessioned | 2018-01-15T16:56:28Z | - |
| dc.date.available | 2018-01-15T16:56:28Z | - |
| dc.date.issued | 2017 | - |
| dc.identifier.uri | http://dspace.unl.edu.ec/jspui/handle/123456789/19892 | - |
| dc.description | The present work has as general objective to elaborate a Marketing Plan For the company equiserpet of the city of francisco de Orellana, province of Orellana for the year 2017 ", the company in analysis has as main activity the sale and rent of industrial machinery to agricultural . For the development of this work, we used methods such as inductive, deductive, analytical, historical statistics; as well as the use of investigative techniques such as interviewing the manager of the company as well as applying 200 surveys to the company's stable clients and 8 surveys to company employees. In the Results, after the qualification to the external factors of the company, the Economic, Political-legal, Social, and Technological factors were analyzed, together with the 5 Porter Forces, the MEFE External Factors Assessment matrix, weighted result was 2.90, which means that the company is responding in an excellent way to the opportunities against the threats in the sector. In addition, in this same section, it was essential to carry out the internal factors evaluation of the company, through the matrix of Internal Factors Evaluation MEFI, which resulted in a weighted 2.72, which means that the company maintains a considerable predominance of strengths about weaknesses. As for the service provided, the SWOT matrix was then established based on the analysis of internal and external factors. Once organized, the High Impact Matrix was built, which allowed us to establish four strategic objectives as the main factors for the growth of Equiserpet in the City of Francisco de Orellana. these are; Among the strategic objectives set out, four objectives were determined: First: To increase a technological system using social networks, second; Establish a control plan, third; Establish an aggressive advertising and promotion plan, Fourth; Develop a training plan for staff. With the establishment of the strategic objectives, it was possible to carry out the proposal of the Marketing Plan for the company Equiserpet of the city of francisco de Orellana, province of Orellana for the year 2017 " These strategic objectives are designed to encourage the activities in which the company is immersed along with its budget the same that amounts to the amount of $ 4829.00 dollars; since to execute the present marketing plan, will allow the company to achieve a better development and positioning in the market of the city of Francisco de Orellana when it comes to the sale and rent of industrial and agricultural machinery. Finally, we present the conclusions and recommendations that have been determined, after the study carried out through the marketing planning process, the same that will be put to the consideration of the manager of the hostel for its subsequent execution of the Marketing Plan for the company. better use of the strengths, having to be taken into account because it needs that the strengths are increased within the same one. After knowing the internal and external reality of the company, the strengths and weaknesses, as well as their opportunities and threats, were defined. The strategic objectives were defined, allowing the initiation of the marketing proposal, and defining the an indispensable guiding framework for correcting shortcomings and for better growth and development prospects. Among the strategic objectives set out, four objectives were determined: First: To increase a technological system using social networks, second; Establish a control plan, third; Establish an aggressive advertising and promotion plan, Fourth; Develop a training plan for staff. The strategic plan to be launched amounts to a total of US $ 4,829, since executing this marketing plan will allow the company to achieve a better development and positioning in the market of the city of Francisco de Orellana in what refers to the sale and rental of industrial and agricultural machinery. Finally, we present the conclusions and recommendations that have been determined, after the study carried out through the marketing planning process, the same that will be put to the consideration of the manager of the hostel for its subsequent execution of the Marketing Plan for the company. | es_ES |
| dc.description.abstract | El presente trabajo tiene como objetivo general elaborar un Plan de Marketing Para la empresa equiserpet de la ciudad de francisco de Orellana, provincia de Orellana para el año 2017”, la empresa en análisis tiene como actividad principal la venta y alquiler de maquinaria industrial a agrícola. Para el desarrollo de este trabajo, se utilizaron métodos tales como inductivo, deductivo, analítico, estadístico histórico; así mismo se recurrió al uso de técnicas de investigación como la entrevista al señor gerente de la empresa como también se aplicaron de 200 encuestas a los clientes estables de la empresa y 8 encuestas a los empleados de la empresa. En los Resultados, luego de realizada la calificación a los factores externos de la compañía, se analizó los factores Económicos, Políticolegal, Social, Tecnológico, conjuntamente con las 5 Fuerzas de Porter se plantea la matriz de Evaluación de Factores Externos MEFE, cuyo resultado ponderado fue de 2.90, con lo que se interpreta que la compañía está respondiendo de manera excelente a las oportunidades frente a las amenazas existentes en el sector. Además, en esta misma sección, fue indispensable realizar la evaluación de factores internos de la empresa, a través de la matriz de Evaluación de Factores Internos MEFI, que dio como resultado ponderado 2.66, lo que significa que la compañía mantiene considerable predominio de las fortalezas sobre las debilidades. En cuanto al servicio prestado se refiere, luego se estableció la matriz FODA en base al análisis de factores internos y externos. Una vez organizados se procedió a construir la matriz de Alto Impacto, que permitió establecer cuatro objetivos estratégicos como principales para un mayor crecimiento de la empresa Equiserpet de la Ciudad de Francisco de Orellana. estos son; Entre los objetivos estratégicos planteados se determinó 4 objetivos: Primero: Incrementar un sistema tecnológico utilizando redes sociales, segundo; Establecer un plan de control, tercero; Establecer un plan agresivo de publicidad y promoción, Cuarto; Elaborar un plan de capacitación para el personal. Con e l establecimiento de los objetivos estratégicos se pudo realizar la propuesta del Plan de Marketing para la empresa Equiserpet de la ciudad de francisco de Orellana, provincia de Orellana para el año 2017”. Estos objetivos estratégicos están diseñados para fomentar las actividades en que se encuentra inmersa la empresa junto con su presupuesto el mismo que asciende a la cantidad de $4829,00 dólares; ya que ejecutar el presente plan de marketing, permitirá que la empresa logre un mejor desenvolvimiento y posicionamiento en el mercado de la ciudad de Francisco de Orellana en lo que se refiere a la venta y alquiler de maquinaria industrial y agrícola. Finalmente se presentan las conclusiones y recomendaciones que se ha determinado, luego del estudio realizado mediante el proceso de planeación de marketing, las mismas que serán puestas a consideración del gerente del hostal para su posterior ejecución del Plan de Marketing para la empresa. | es_ES |
| dc.format.extent | 164 p. | es_ES |
| dc.rights | openAccess | es_ES |
| dc.rights.uri | http://creativecommons.org/licenses/by-nc-sa/3.0/ec/ | es_ES |
| dc.subject | INGENIERIA COMERCIAL | es_ES |
| dc.subject | PLAN DE MARKETING | es_ES |
| dc.title | Plan de marketing para la empresa Equiserpet de la ciudad de Francisco de Orellana, provincia de Orellana, para el año 2017 | es_ES |
| dc.type | bachelorThesis | es_ES |
| Aparece en las colecciones: | UED | |
Ficheros en este ítem:
| Fichero | Descripción | Tamaño | Formato | |
|---|---|---|---|---|
| Sabrina Carolina Espinoza Zamora-ilovepdf-compressed.pdf | 1,5 MB | Adobe PDF | Visualizar/Abrir |
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