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http://dspace.udla.edu.ec/handle/33000/6330| Tipo de material : | masterThesis |
| Título : | Diagnóstico competitivo completo para plantear potenciales estrategias de marketing del instituto médico “IECA” ubicado en la ciudad de Quito. Caso: “Instituto de Enfermedades Cardiovasculares (IECA)” |
| Autor : | Gaibor Gómez, Sebastián Alfonso |
| Tutor : | Urzua, Alejandro |
| Palabras clave : | PLANEACIÓN ESTRATÉGICA;MERCADOTECNIA;INSTITUTO DE ENFERMEDADES CARDIOVASCULARES;QUITO-ECUADOR |
| Fecha de publicación : | 2013 |
| Editorial : | Quito: Universidad de las Américas, 2013 |
| Citación : | Gaibor Gómez, S. (2013). Diagnóstico competitivo completo para plantear potenciales estrategias de marketing del instituto médico "IECA" ubicado en la ciudad de Quito. Caso: "Instituto de Enfermedades Cardiovasculares (IECA)" (Tesis de maestría). Universidad de las Américas, Quito. |
| Resumen : | El tema que se ha elegido es el análisis y planteamiento de potenciales estrategias de marketing, con el fin de determinar el impacto competitivo en IECA, ya que el panorama que se torna para el Instituto es inestable y es importante contar con estrategias que le permitan marcar la diferencia en el sector en el cual se desarrolla... |
| Descripción : | The theme that has been chosen is the analysis and set of potential marketing strategies, in order to determine the competitive impact of the medical institution “IECA”; given that the general outlook for the Institute becomes unstable and therefore it is important to have strategies that will allow it to make the difference in the sector in which it is developed in order to obtain immediate results that generate benefits in the medium and long term. The Institute of Cardiovascular Diseases (IECA) provides heart health with diagnosis, treatment and follow-up with personalized attention, in order to provide their patients the means of prevention and / or cure, which has resulted in customer loyalty and relatively stable market position; however, the Institute does not have a research and performance support to enable it to maximize their potential. The market in which IECA competes, is highly competitive and difficult to entry for new competitors, so the focus of the Institute should be on getting stronger as a brand and in the minds of patients to achieve gain market share, rather than seeking to block the entrance to potential competitors; therefore, the study focused on the economically active population (EAP ) of the city of Quito that is aware of the importance of prevention of cardiovascular disease and want to prevent or treat a disease of this type , allowing monetarily quantification of the current demand in IECA and to estimate it is possible future behavior. IECA is in the initial stage of growth in the cardiovascular disease prevention/cure market; this comes from knowing that its sales trend is upward lend, it has a good market share and competition is not totally aggressive, so that the benefits that will bring marketing strategies will be the market position, profitability reflected in the increase in sales, differentiation and assessment by customers. All this will support making appropriate decisions that contribute to the growth of IECA and optimizing its resources. |
| URI : | http://dspace.udla.edu.ec/handle/33000/6330 |
| Aparece en las colecciones: | Maestría en Administración de Instituciones de Salud |
Ficheros en este ítem:
| Fichero | Descripción | Tamaño | Formato | |
|---|---|---|---|---|
| UDLA-EC-TEAIS-2013-04.pdf | 1,45 MB | Adobe PDF |  Visualizar/Abrir |
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