Diseño de un Plan Estratégico para incrementar el posicionamiento en el mercado de la empresa Automotriz Muentes ubicada en Guayaquil
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Fecha
2018
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
Llevar una planificación estratégica es de gran importancia para toda organización, ya que permite tener una previsión definida con metas claras, objetivos específicos y alcanzables en un tiempo determinado. La problemática radica en el decreciente nivel de participación de mercado que está pasando la empresa Automotriz Muentes, la que opera en el sector mecánico automotriz desde 1970, dedicada a la compra/venta de vehículos y repuestos mecánicos nuevos y usados. El principal objetivo es diseñar un plan estratégico para la empresa Automotriz Muentes que le permita incrementar el posicionamiento de su imagen en el sector, de tal manera lograr así subir los niveles de ventas con un buen servicio de calidad hacia los clientes actuales y potenciales logrando ser más competitivo en el mercado local. La investigación descriptiva y explicativa mediante el uso de técnicas documental permitió recolectar datos e información de una muestra finita de clientes actuales y potenciales, diseñar el análisis FODA y PEST de la empresa Automotriz Muentes. Los resultados obtenidos muestran la necesidad de diseñar un plan estratégico que le permita subir el nivel de posición de mercado a la empresa Automotriz Muentes.
To take a strategic planning performs great importance for any organization, since it allows to have a forecast defined with clear goals, specific and attainable aims in a certain time. The problematics takes root in the diminishing level of participation of market that is spending the Self-propelling company Muentes, which operates in the mechanical self-propelling sector from 1970, dedicated to the purchase / sale of vehicles and mechanical new and secondhand supplies. The principal aim is to design a strategic plan for the Self-propelling company Muentes that allows him to increase the positioning of his image in the sector, of such a way to manage this way to raise the levels of sales with a good service of quality towards the current and potential clients managing to be more competitive on the local market. The descriptive and explanatory investigation by means of the documentary use of technologies allowed to gather information and information of a finite sample of current and potential clients, to design the analysis FODA and PEST of the Self-propelling company Muentes. The obtained results show the need to design a strategic plan that allows him to raise the level of position of market to the Self-propelling company Muentes.
To take a strategic planning performs great importance for any organization, since it allows to have a forecast defined with clear goals, specific and attainable aims in a certain time. The problematics takes root in the diminishing level of participation of market that is spending the Self-propelling company Muentes, which operates in the mechanical self-propelling sector from 1970, dedicated to the purchase / sale of vehicles and mechanical new and secondhand supplies. The principal aim is to design a strategic plan for the Self-propelling company Muentes that allows him to increase the positioning of his image in the sector, of such a way to manage this way to raise the levels of sales with a good service of quality towards the current and potential clients managing to be more competitive on the local market. The descriptive and explanatory investigation by means of the documentary use of technologies allowed to gather information and information of a finite sample of current and potential clients, to design the analysis FODA and PEST of the Self-propelling company Muentes. The obtained results show the need to design a strategic plan that allows him to raise the level of position of market to the Self-propelling company Muentes.
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PLANIFICACIÓN, PLAN ESTRATÉGICA, POSICIÓN DE MERCADO, VENTAJA COMPETITIVA