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http://dspace.udla.edu.ec/handle/33000/7601| Tipo de material : | bachelorThesis |
| Título : | Plan de negocios para el desarrollo de una marca de lencería |
| Autor : | Mora Salvador, Karina Nataly |
| Tutor : | Gallardo Herrera, Milton Eduardo |
| Palabras clave : | PLANEACIÓN EMPRESARIAL;INDUSTRIA TEXTIL;LENCERÍA |
| Fecha de publicación : | 2017 |
| Editorial : | Quito: Universidad de las Américas, 2017 |
| Citación : | Mora Salvador, K. N. (2017). Plan de negocios para el desarrollo de una marca de lenceria (Tesis de pregrado). Universidad de las Américas, Quito. |
| Resumen : | La presente investigación se centra en la estructuración del mix de marketing del Centro de Terapéutico VOCES, herramienta necesaria para la expansión del centro al sur de la ciudad de Quito... |
| Descripción : | The present research focuses on the structuring of the marketing mix of the VOC Therapeutic Center, a necessary tool for the expansion of the center south of the city of Quito. The first chapter of the study defines the parameters of the research giving order and sense to the process of raising and processing information through the research methodology, the basis for achieving the proposed objectives. The second chapter analyzes the service offered by the center, determining the conditions, parameters, characteristics and attributes of the therapeutic service, and evaluating the micro and macro environment in which the institution is currently carrying out its activities, Opportunities, threats, strengths and weaknesses with which the organization counts, resulting in the SWOT matrix that at its crossroads generates the solution alternative Design of a specialized marketing mix for the expansion and growth of the center. Once the solution to the problem faced by the VOC Therapeutic Center is established, in the third chapter the 4 ps and cs are structured, whose interaction is fundamental for the development of the business, considering both the perspective of the center and the patient in the market of the South of the city of Quito. Through the structuring of the marketing mix, the package of services offered by the VOC Therapeutic Center has been specialized and expanded, increasing the benefits and the level of reach of therapeutic treatments, which is complemented by the price adjusted to the socioeconomic needs of the Population of the south of the city of Quito. Completing the marketing mix is the distribution refriéndose to the location of the center, the same that will be strategically located in the sector El Recreo, a place of high competition where several educational centers converge. The communication (promotion and publicity) will be based on periodic visits to schools and schools in the area complemented with internet advertising and social networks to progressively attract a significant number of patients to the center. |
| URI : | http://dspace.udla.edu.ec/handle/33000/7601 |
| Aparece en las colecciones: | Ingeniería en Marketing |
Ficheros en este ítem:
| Fichero | Descripción | Tamaño | Formato | |
|---|---|---|---|---|
| UDLA-EC-TIM-2017-14.pdf | 3,83 MB | Adobe PDF | Visualizar/Abrir |
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