Diseño estrategico de un plan de marketing para el posicionamiento y comercialización de los productos de la empresa la casa española Cia. Ltada a implementarse en el año 2013 en la Ciudad de Guayaquil
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2013
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El presente trabajo de Tesis fue realizado en la empresa La Casa Española Cía. Ltda. De la Ciudad de Guayaquil. En el mismo se diseñó un plan de marketing con el propósito de revisar y proponer soluciones a las diferentes labores operativas y de ventas que están deteniendo el avance en los procesos y presupuestos establecidos por la empresa. Se hizo énfasis en seguir los resultados de la encuesta realizada para que en base a estos realizar labores correctivas para el buen desempeño del Talento Humano.
Los capítulos expuestos se encuentran orientados a proporcionar las herramientas necesarias seguidas de un proceso de control en puntos claves que permita incrementar la eficiencia y la productividad de la empresa.
Para desarrollar el diseño del plan de marketing se tuvo que realizar seguimientos a las funciones operativas, de control y despacho y publicidad que desarrolla la empresa, a su vez chequear que puntos operativos de la empresa hay que encaminarlos para su buen desempeño y desarrollo laboral. Por otra parte se identificaron procesos a seguir para mejorar el desempeño de los departamentos involucrados y realizar seguimientos de control por parte de la empresa en las actividades que realizan el departamento de ventas, de despacho y las actas de reuniones de ventas.
Después de aplicadas todas estas técnicas de control, se procedió a la confección del cuadro de presupuesto de ventas y marketing para aprovechar las fortalezas y oportunidades que están en el mercado y ponerlas en práctica para alcanzar las metas establecidas.
La Institución en base a su fuerza de ventas y capacidad de reacción, será capaz de llevar a cabo este sistema de plan de marketing propuesto, y a su vez dejando la puerta abierta para el estudio de nuevos segmentos del mercado no explotados y nuevas líneas de productos que los clientes solicitan.
This thesis work was carried out at the company's Casa Española Cía. Ltda. In the city of Guayaquil. Similarly we designed a marketing plan in order to review and propose solutions to the different operational and sales efforts that are stopping progress on processes and budgets set by the company. The emphasis was on track the results of the survey on the basis that these perform corrective work for the good performance of human talent. The exposed sections are oriented to provide the necessary tools followed by a control process at key points so as to increase the efficiency and productivity of the company. To develop the design of the marketing plan had to be made to the operational monitoring, control and dispatch and advertising company that develops, in turn check that the company operating points have to lead them to their good performance and career development. Also identified processes to follow to improve the performance of the departments involved and track control by the company in the activities of sales department, dispatch and records of sales meetings. After all these techniques applied to control, we proceeded to the preparation of the budget table sales and marketing to leverage the strengths and opportunities that are on the market and implement them to achieve goals. Institution based on its sales force and responsiveness, will be able to perform this system proposed marketing plan, and in turn leaving the door open for the study of new untapped market segments and new product lines that customers request.
This thesis work was carried out at the company's Casa Española Cía. Ltda. In the city of Guayaquil. Similarly we designed a marketing plan in order to review and propose solutions to the different operational and sales efforts that are stopping progress on processes and budgets set by the company. The emphasis was on track the results of the survey on the basis that these perform corrective work for the good performance of human talent. The exposed sections are oriented to provide the necessary tools followed by a control process at key points so as to increase the efficiency and productivity of the company. To develop the design of the marketing plan had to be made to the operational monitoring, control and dispatch and advertising company that develops, in turn check that the company operating points have to lead them to their good performance and career development. Also identified processes to follow to improve the performance of the departments involved and track control by the company in the activities of sales department, dispatch and records of sales meetings. After all these techniques applied to control, we proceeded to the preparation of the budget table sales and marketing to leverage the strengths and opportunities that are on the market and implement them to achieve goals. Institution based on its sales force and responsiveness, will be able to perform this system proposed marketing plan, and in turn leaving the door open for the study of new untapped market segments and new product lines that customers request.
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PROCESOS, PROCEDIMIENTOS, MEJORA, POLITICAS