Plan estratégico de marketing para SERTODOCORP S.A., empresa de servicio de remolques, transporte de carga y auxilio vial.

Based on the increase in the fleet vehicles in the city of Guayaquil and the complete probability of using a towing service, it is a clear need to implement a strategic marketing plan with the objective of positioning and keeping the business in the minds of the existing and potential customers in o...

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Autor Principal: Robalino Zambrano, Washington Iván
Otros Autores: Quimis Padilla, Luis Alberto
Formato: bachelorThesis
Idioma: spa
Publicado: 2013
Materias:
Acceso en línea: http://dspace.ups.edu.ec/handle/123456789/4667
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Sumario: Based on the increase in the fleet vehicles in the city of Guayaquil and the complete probability of using a towing service, it is a clear need to implement a strategic marketing plan with the objective of positioning and keeping the business in the minds of the existing and potential customers in order to obtain an increase in the number of customers. Those additional services that will be necessary to satisfy the needs of potential customers should be identified; thus a communication plan will be performed to obtain an increase in market share. In this way, new customers will strengthen the cash flow. The inductive method applied to this study will establish a conclusion, stating that an event is determined by a cause; therefore, it is possible to determine the reasons behind setting up a marketing program. For this reason, it is absolutely necessary to carry out a market research directed to the main current customers in order to know the quality of service they are receiving, their expectations, their needs and what they most value of the service they are getting. This poll will be made to direct and indirect users of the service of towing and freight. When getting the results of the market investigation, it can be proposed to identify the variables appreciated by customers and implement strategies focused on the fulfillment of the general and specific objectives.