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Elias Eduardo Gutierrez Alva - One of the best experts on this subject based on the ideXlab platform.

Salao Pérez, Mercy Liliana - One of the best experts on this subject based on the ideXlab platform.

  • Plan de Marketing para la Empresa Almacenes León de la ciudad de Riobamba
    'Escuela Superior Politecnica de Chimborazo', 2019
    Co-Authors: Salao Pérez, Mercy Liliana
    Abstract:

    La presente investigación propone el diseño de un Plan de Marketing para mejorar la imagen corporativa de Almacenes León de la ciudad de Riobamba, mediante la aplicación de estrategias direccionadas a los componentes del Marketing mix. Por lo tanto, para la investigación se utilizó la encuesta dirigida a clientes reales con una muestra directa de 300 clientes del sector urbano y rural, también se realizó una entrevista al gerente propietario. Además, se realizó el respectivo análisis de la situación actual mediante la realización de la matriz FODA para conocer las fortalezas con las que cuenta, oportunidades que hay que aprovechar, debilidades que hay que combatir y amenazas a las que se debe enfrentar. En consecuencia, en el estudio de mercado se obtuvieron los siguientes resultados; el 52% de los clientes reales son del sector rural, también se encontró que el 62% de los clientes mencionan que la empresa no cuenta con estrategias publicitarias para darse a conocer en el mercado, por otro lado el 45% de los clientes mencionan que les gustaría recibir información mediante las redes sociales; mientras que, en la entrevista realizada al gerente manifestó que no cuenta con un Plan de Marketing. La propuesta del Plan de Marketing, contiene 9 estrategias y 25 tácticas de los componentes del Marketing mix con un presupuesto asignado de $1.815 dólares. Se concluye que, el Plan de Marketing propuesto permitirá mejorar la imagen corporativa de la empresa. Se recomienda aplicar las estrategias Planteadas para el mejoramiento de la Imagen Corporativa de Almacenes León.The present investigation proposes the design of a Marketing Plan to improve the corporate image of “Almacenes León” from Riobamba city, through the application of strategies directed to the components of the Marketing mix. Therefore, for the investigation the survey directed to real clients is used with a direct sample of 300 people from the urban and rural sector. An interview was also conducted with the owner manager. In addition, the respective analysis of the current situation was carried out through the completion of the SWOT matrix to know the strengths it has, opportunities that must be taken advantage of, weaknesses that must be addressed and threats to be faced. Consequently, in the market study, the following results were obtained: 52% of real customers are from the rural sector, it was also found that 62% of the clients mentioned that the Company does not have advertising strategies to make itself known in the market, on the other hand 45% of customers mention that they would like to receive information through social networks, while, in the interview with the manager, he stated that he does not have a Marketing Plan, The Marketing Plan Proposal contains 9 strategies and 25 tactics from the Marketing mix components with an assigned Budget of $1.815 dollars. It is concluded that the proposed Marketing Plan will improve the corporate image of the Company. It is recommended to apply the strategies proposed for the improvement of the corporate image of “Almacenes León”

Elizabeth Adriana Santamaria Mendoza - One of the best experts on this subject based on the ideXlab platform.

Pascagaza Salcedo, Diana Maritza - One of the best experts on this subject based on the ideXlab platform.

  • Plan de Marketing para la Facultad de Ciencias Administrativas y Comerciales U.D.C.A
    Mercadeo, 2020
    Co-Authors: Pascagaza Salcedo, Diana Maritza
    Abstract:

    128 páginas : gráficas, fotografíasThe purpose of this work is to develop a Marketing Plan for the Faculty of Administrative and Commercial Sciences U.D.C.A. To carry out the Marketing Plan, a previous investigation of the current situation of higher education in Colombia and Bogotá, an analysis of the background of the University and the Faculty of Administrative and Commercial Sciences U.D.C.A. and an analysis of five of its main competitors (Area Andina, Agustiniana, Minuto de Dios and La Gran Colombia), performs a comparative analysis in order to identify the advantages of the Faculty. Knowing this background, a Market Research was carried out where the survey instrument was applied in which fourteen closed questions are asked and one open to students of Business Administration, International Business, Accounting, Marketing, Finance and Economics in order to know and analyze the sense of belonging that they have in front of the Faculty, the SWOT matrix is developed according to the results, the Marketing Plan is carried out in which objectives, strategies, tactics and activities to be developed are established to generate visibility to increase the Positioning of the faculty to fulfill the objectives of the Plan, a series of support activities and the respective conclusions of the research and the Marketing Plan are proposed.El presente trabajo tiene como finalidad desarrollar un Plan de Marketing para la Facultad de Ciencias Administrativas y Comerciales U.D.C.A. para realizar el Plan de Marketing se realizó una investigación previa de la situación actual de la educación superior en Colombia y Bogotá, un análisis de los antecedentes de la Universidad y la Facultad de Ciencias Administrativas y Comerciales U.D.C.A. y un análisis a cinco de sus principales competidores ( Área Andina, Agustiniana, Minuto de Dios y La Gran Colombia), se realiza un análisis comparativo con el fin de identificar las ventajas que tiene la Facultad. Conociendo estos antecedentes se realizó una Investigación de Mercados donde se aplicó el instrumento de la encuesta en la cual se realizan catorce preguntas cerras y una abierta a los estudiantes de Administración de Empresas, Negocios Internacionales, Contaduría, Mercadeo, Finanzas y Economía con el fin de conocer y analizar el sentido de pertenencia que tienen frente a la Facultad, se desarrolla la matriz SWOT de acuerdo a los resultados se realiza el Plan de Marketing en el cual se establecen objetivos, estrategias, tácticas y actividades a desarrollar para generar visibilidad para aumentar el posicionamiento de la facultad para dar cumplimiento a los objetivos que tiene el Plan, se Plantean una serie de actividades de sostenimiento y las respectivas conclusiones de la investigación y del Plan de Marketing.Incluye bibliografíaPregradoProfesional Universitario en Mercade

Filipović Manuela - One of the best experts on this subject based on the ideXlab platform.

  • Tourist Destination Marketing Plan
    Polytechnic Nikola Tesla in Gospić. Business department., 2020
    Co-Authors: Filipović Manuela
    Abstract:

    Turistička destinacija promatra se kao zasebna prostorna jedinica koja raznovrsnošću turističkih proizvoda, posjetiteljima/turistima, odnosno potrošačima nudi potpuno zadovoljenje turističkih potreba. Kako bi moguće turiste informirali o turističkim proizvodima koje neka destinacija nudi, svaka turistička destinacija mora se kvalitetnom promocijom prezentirati na tržištu, te provoditi i sve ostale marketinške aktivnosti koje imaju veliki značaj za razvoj destinacije i za njezino što bolje pozicioniranje na tržištu. Provedbom marketinških aktivnosti posebno je potrebno obratiti pažnju na turističke potencijale destinacije, odrediti kvalitetnu i raznovrsnu ponudu te odrediti ciljanu skupinu posjetitelja/turista na koje se primjenjuje Marketing miks. Hrvatska se kao turistička destinacija ne može temeljiti isključivo na ponudi sunca i mora već je potrebno razvijati i dodatne sadržaje kako bi postala konkurentnija na turističkom tržištu. Analizom vlastitih snaga i slabosti, mogućnosti i prijetnji, određivanjem strateških ciljeva, razumijevanjem tržišta, te ispravnim pozicioniranjem, potrebno je poboljšati Marketing Plan, odnosno nadograditi marketinški splet, a sve to kako bi se savladati ključni nedostatci koji bi mogli biti prepreka turističkom razvoju. KLJUČNE RIJEČI: turistička destinacija, turisti, Marketing miks, razvoj.A tourist destination is viewed as a separate spatial unit that, with a variety of tourist products, offers visitors/tourists, ie consumers, complete satisfaction of tourist needs. In order to inform potential tourists about the tourist products that a destination offers, each tourist destination must be presented on the market with quality promotion, and carry out all other Marketing activities that are of great importance for the development of the destination and its better positioning in the market. With the implementation of Marketing activities, it is especially necessary to pay attention to the tourist potentials of the destination, determine the quality and diversity of the offer and determine the target group of visitors / tourists to whom the Marketing mix is applied. As a tourist destination, Croatia cannot be based exclusively on the offer of the sun and the sea, but it is necessary to develop additional facilities in order to become more competitive in the tourist market. By analyzing one's own strengths and weaknesses, opportunities and threats, setting strategic goals, understanding the market, and positioning correctly, it is necessary to improve the Marketing Plan, ie upgrade the Marketing mix, all in order to overcome key shortcomings that could hinder tourism development. KEY WORDS: tourist destination, tourists, Marketing mix, developmen