Diseño de estrategias de marketing para incrementar la afluencia de clientes y el volumen de ventas en la ciudad de Quito de la empresa Cruz Vital S.A.
This research was conducted according to the parameters set by Salesian Polytechnic University to establish the most appropriate marketing strategies for the company Cruz Vital S.A. which provides outpatient health services. To fulfill this purpose was used field research and literature that allowed...
| Autor Principal: | Blacio Blacio, Rosa Verónica |
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| Otros Autores: | Cáceres Pilco, Henry Alejandro |
| Formato: | bachelorThesis |
| Idioma: | spa |
| Publicado: |
2015
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| Materias: | |
| Acceso en línea: |
http://dspace.ups.edu.ec/handle/123456789/8738 |
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| Sumario: |
This research was conducted according to the parameters set by Salesian Polytechnic University to establish the most appropriate marketing strategies for the company Cruz Vital S.A. which provides outpatient health services. To fulfill this purpose was used field research and literature that allowed understand reality and market dynamics about outpatient health services in the city of Quito; this paper proposes giving greater importance, structure and an strategic vision of company’s marketing.
The degree work in his first chapter contains the theoretical basis related to marketing in its general conception, a marketing approach of health services, strategies and concepts of medical specialties. The second chapter analyzes the business environment: macro-environment (ecological, technological, demographic, economic, political-legal, socio-cultural) microenvironment, competition (competitive profile matrix) and SWOT. The third chapter contains the market investigation to get information about user’s perception and market experts regarding outpatient health services. The fourth chapter contains the marketing proposal developed to Cruz Vital S.A. which includes marketing strategies, budget, media flow and marketing audit process. At the end of the document are included conclusions and recommendations.
The proposal raised will enable the company to position itself in the minds of consumers and strengthen its presence in the market, attracting more customers and increasing sales as result. |
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