Loading...
Please wait, while we are loading the content...
Similar Documents
Propuesta de un plan estratégico de marketing para la empresa de servicios logísticos “Priority” de la ciudad de Loja
| Content Provider | Semantic Scholar |
|---|---|
| Author | Encalada, Flores Salvador, Moshe |
| Copyright Year | 2015 |
| Abstract | The present work was developed with the purpose of elaborating a proposal of a strategic marketing plan for logistics service "PRIORITY" in the city of Loja. A strategic marketing plan to define objectives (what to do) and strategies (to do) for the company, for it is based on the identification of external and internal (SWOT) organizational factors. The general objective was raised: Develop a strategic marketing plan for logistics service "PRIORITY" in the city of Loja. And as specific objectives: Conduct a situational analysis of the company PRIORITY city of Loja, determine the internal factors (strengths and weaknesses) and external factors (opportunities and threats) of the company PRIORITY city of Loja, perform the matrix SWOT for the company PRIORITY city of Loja, determine the marketing channels of the company PRIORITY city of Loja and determine the main strategic objectives of marketing for the company PRIORITY city of Loja. For the preparation of this study methods they were applied: inductive, deductive and analytical and techniques used were observation, survey and interview. The study population was comprised of 8323 enterprise customers, which were registered in December 2013, while the sample was determined by 375 customers. The survey results were presented in statistical tables. This investigation is concluded that the company PRIORITY lacks a strategic marketing plan, 100% of human talent working in the company does not have a training plan, 100% of staff indicated that the companies have not defined the mission , vision and institutional values as well as the same 100% of the staff working in the company PRIORITY indicates that the business does not have any advertising and promotion, so it is recommended that this proposed Strategic Marketing Plan is put into execution so that the company can increase the number of customers and profits for business. In relation to External Factors Evaluation (EFE) it was determined that the company PRIORITY is at an average level which has indicated that it takes advantage of its opportunities. While the results of the Evolution Matrix Internal Factors (EFI) has indicated not have the necessary strengths to develop competitive strategies |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | https://dspace.unl.edu.ec/jspui/bitstream/123456789/8274/1/Moshe%20Salvador%20Flores%20Encalada.pdf |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
