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Plan estratégico de marketing para la empresa de lacteos “el ranchero” del canton cayambe de la ciudad de quito
| Content Provider | Semantic Scholar |
|---|---|
| Author | Romero, Merecí Rosario, Pilar Del |
| Copyright Year | 2014 |
| Abstract | Research on "STRATEGIC MARKETING PLAN FOR DAIRY COMPANY" THE RANCH "THE CANTON CAYAMBE QUITO CITY" was developed in the city of Quito, with the overall objective to develop a strategic marketing plan in order to improve the economic and competitive business, as the strategic marketing plan is an essential tool in any organization, as it facilitates effective marketing of any product or service. It is very risky to try a company succeed without having previously developed a marketing plan. This research includes: Summary, which corresponds to a summary of the relevant parts of the thesis, the Introduction, this highlights the importance of the research topic, in which you will have a comprehensive understanding of all the work done, the Review literature, it contains citations containing theoretical contexts about the strategic marketing plan, including: its concepts and importance of the most used in the present work, we continued the Materials and Methods in which the methods are detailed: deductive, inductive, descriptive techniques such as direct observation, interview and survey procedures used in the investigation that led to collect the information necessary to determine facts and phenomena that occur in the business environment and identify the key internal and external problems affecting the same, the same that have prevented its normal solvency and development. “EL RANCHERO” PLAN ESTRATEGICO DE MARKETING 6 Within the sample size of the survey to the 195 dairy distributors of the company "El Ranchero" as it is a small number, no need to pull sample size and was conducted 19 surveys of employees of the company. The results , which are part detailing the internal and external analysis of the dairy company " El Ranchero " Cayambe Canton Quito city : a historical , organizational structure etc. . , Then performs a SWOT analysis of the company , which were determined as internal factors are the strengths and weaknesses giving a weighting of 2.84 results whose greatest strength is that there is control of finished products and whose weakness is that it does not have a Strategic Marketing Plan , demonstrating that the company has strengths and weaknesses that have to be taken into account to improve the company internally , and external factors are the Threats and Opportunities , whose weighting of results gives a value of 2.82 which is significant opportunity that currently the dairy industry is technology available and whose most important threat is that the conflict in Ecuador presents Financial Policy , demonstrating that the company has opportunities and threats that they cannot do much harm. Then the matrix is made of high impact criteria titration with their respective percentages. The results, which are part detailing the internal and external analysis of the dairy company "El Ranchero" the Canton of Cayambe Quito: a historical, organizational structure etc.. Then performed a SWOT analysis of the company , which were determined as internal factors are the strengths and weaknesses and the external factors are the threats and opportunities, then the matrix is “EL RANCHERO” PLAN ESTRATEGICO DE MARKETING 7 made of high impact criteria and assessment with their respective percentages. Based on the results I obtained the discussion, which drew up a proposal of strategic marketing plan to improve the company's business activity in this consist strategic objectives. Finally most important conclusions of the investigation with their recommendations, described the most important situations obtained during the application of analysis of all the research work, so that the manager take the necessary corrective action to benefit their organization; Bibliography , is the part where you have to know the sources of information used in the development of this work and are last Annexes. “EL RANCHERO” PLAN ESTRATEGICO DE MARKETING 8 |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | http://dspace.unl.edu.ec/jspui/bitstream/123456789/5965/1/Pilar%20del%20Rosario%20Merec%C3%AD%20Romero.pdf |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
