Plan de marketing para el micro mercado víveres Aracely de la ciudad de Shushufindi, del cantón Shushufindi, provincia de Sucumbíos, para el año 2016
2017
The general objective proposed and achieved in the present research is to
elaborate a proposal of a marketing plan for the Micro Market "Viveres
Aracely" of the canton Shushufindi, in order to contribute strategies and
solutions that help the optimization of resources
In order to meet the general and specific objectives proposed, it was
necessary to use a methodology, which was based on the application of
several research methods such as the scientific, inductive and deductive
method; In addition, techniques such as the interview and survey that
contributed to the development of the work were used.
For the collection of information, the following procedure is performed:
First, to carry out the internal analysis of the Micro Market, for which an
interview was applied to the Owner Manager; 354 surveys were applied to
the company's clients and 5 employee surveys. This made it possible to
identify among the main strengths (product quality satisfies customers,
good work environment) and major weaknesses (limited job training and
lack of a corporate image).
In the second procedure, the analysis of the external factors of the Micro
Market was carried out. Therefore, an analysis of the Political, Economic,
Social and Technological Factors (PEST) was carried out. (Market growth,
alliances with public and private institutions to deliver products) and the
main threats (tax reforms, entry of new competitors) of the Micro Market.
Based on these premises, the SWOT analysis was carried out, the MEFE
and MEFI External Factor Evaluations matrices, corresponding to the
situational diagnosis and the results of the interpretations and
connotations were obtained strategic objectives described below:
From the results obtained in the present investigative work, it is concluded
that, the Micro Market Lives Aracely internally has strengths that overcome
the weaknesses, since it obtains a weighted value of 3.19; Which is higher
than the 2.50 standard. As for the external, the opportunities outweigh the
threats, since they have a weighted value of 2.97, higher than the
reference standard. Based on the diagnosis made, the marketing plan was
proposed, which is intended to achieve, increase in sales, differentiation
compared to competition, recognition in the market and customer loyalty.
For the implementation of the marketing plan, a budget of USD 10,500 is
required.
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