Estudio para el diseño de un plan de marketing para la empresa Asesores Corporativos Empresariales Acorpe S.A.
Fecha
2016
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El presente trabajo se lo realizó con el objetivo de elaborar una propuesta
de mejoramiento para la compañía ACORPE S.A. basado en un plan de
marketing que busca incrementar las ventas por servicios de información
contable y legal para las compañías y personas naturales obligadas a llevar
contabilidad. En la actualidad existe un nicho de mercado donde se demanda
conocimiento o actualización de las leyes y reformas promulgadas por
diferentes entidades del Estado ya que muchas veces por falta de tiempo los
clientes las desconocen.
La problemática se origina porque la empresa actualmente no ha realizado
actividades que permitan darse a conocer, no se cuenta con una investigación
de mercado de la cual se podría haber obtenido datos relevantes como clientes
potenciales, no tiene estrategias de marketing que le permitan hacer efectivo su
posicionamiento, carece de personal para el área de ventas, no cuenta con una
filosofía empresarial, no posee una visión y misión definida y carece de un
organigrama estructural. Es por estos motivos, que a partir de su creación la
empresa no ha reflejado crecimiento significativo en sus ventas.
En el presente trabajo realizamos un análisis situacional de la empresa,
levantaremos información oportuna a través de la investigación de mercado
para identificar las preferencias de los posibles clientes. La obtención de estos
resultados nos permitirá desarrollar estrategias que recomendaremos para que
la empresa se vuelva competitiva en el mercado.
This paper was done to prepare a proposal to improve the company ACORPE S.A. based on a marketing plan that seeks to increase sales accounting services and legal information for companies and required to keep accounting individuals. Actually, there is a niche market where knowledge or update laws and issued by various state agencies reforms sought because sometimes due to time customers do not know it. The problem arises because the company has not yet made activities to be released; the company do not have market research, which could have obtained relevant data as potential customers. Do not have marketing strategies that allow give effect to their positioning, lack staff to the sales area in the same way and do not have a business philosophy, also the company does not have a vision and defined mission and lacks a structural organization. For these reasons, that from its inception the company has not reflected significant growth in sales. In this paper, we made a situational analysis of the company; we will raise timely information through market research to identify the preferences of potential customers. Obtaining these results allow us to develop strategies that will recommend for the company to become competitive in the market.
This paper was done to prepare a proposal to improve the company ACORPE S.A. based on a marketing plan that seeks to increase sales accounting services and legal information for companies and required to keep accounting individuals. Actually, there is a niche market where knowledge or update laws and issued by various state agencies reforms sought because sometimes due to time customers do not know it. The problem arises because the company has not yet made activities to be released; the company do not have market research, which could have obtained relevant data as potential customers. Do not have marketing strategies that allow give effect to their positioning, lack staff to the sales area in the same way and do not have a business philosophy, also the company does not have a vision and defined mission and lacks a structural organization. For these reasons, that from its inception the company has not reflected significant growth in sales. In this paper, we made a situational analysis of the company; we will raise timely information through market research to identify the preferences of potential customers. Obtaining these results allow us to develop strategies that will recommend for the company to become competitive in the market.
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Palabras clave
ESTUDIO DE MERCADO, GESTION DE LA PRODUCCION, EMPRESAS