Diseño de un plan de marketing para la empresa Fábrica de Tubo JGV, dedicada a la producción y comercialización de tubos de hormigón para alcantarillado, ubicada en la ciudad de Portoviejo
Factory "José Guillén Vélez" is located in the city of Portoviejo, it´s province Manabí, which offers to public and private entities, companies and Business Control Contractors, reinforced concrete pipes for sewage. This company has been operating under the administration of the owners bas...
| Autor Principal: | Peña Santacruz, Jennyfer Monserrate |
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| Otros Autores: | Santamaría Guillén, Juan José |
| Formato: | bachelorThesis |
| Idioma: | spa |
| Publicado: |
2015
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| Materias: | |
| Acceso en línea: |
http://dspace.ups.edu.ec/handle/123456789/9544 |
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| Sumario: |
Factory "José Guillén Vélez" is located in the city of Portoviejo, it´s province Manabí, which offers to public and private entities, companies and Business Control Contractors, reinforced concrete pipes for sewage. This company has been operating under the administration of the owners based on experience , however, they has not had a marketing plan that allows greater control of the activities performed , to achieve the desired objectives .
The research has allowed to study the market behavior in regard to reinforced concrete pipes in the country, identifying potential and existing customers; additionally it was known that the main problem is the lack of customer loyalty, as many of them bought once and did not return, this was unknown to administrators, who focused on promoting their products, but they did not established a post -sales strategy. Thus, they know the current situation of the factory, its strengths and weaknesses, they were able to establish strategies and action plans to allow the participation in the market for accurate positioning and therefore a considerable increase in the income of the company.
As this is a marketing plan, it´s considered an input to the economic development of the company, it is essential to be clear and specific to the directory, to provide the opportunity to gain market positioning in order products of the JGV factory as they would be considered high demanded. It is also important that this plan allows developing business management and expediting the decisions taken. |
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