Browsing by Author "Carrasco Huancas, Violeta Fiorella"

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    Influencia de un plan estratégico de Marketing sobre el incremento de la participación en el mercado de la empresa Maquinegocios SAC.
    (Universidad Nacional de Trujillo, 2013) Carrasco Huancas, Violeta Fiorella; Mostacero Llerena, Janett
    This thesis aims to develop a proposed main Strategic Marketing Plan to be applied in the Company Maquinegocios order to determine its influence on the market share of the company. Due to the high competitiveness that marketers face today , comes a range of needs from these to achieve a better market share and achieve customer preference . The problem to study is the following , what is the influence of a Strategic Marketing Plan on increasing the market share of the company Maquinegocios Trujillo 2012? , Having as hypotheses , The influence of a Strategic Marketing Plan on increasing the market share , the company is positive Maquinegocios Trujillo - 2012. Because of this business analysis combined with the degree of competitiveness of the reporting enterprise , the need to develop a Strategic Marketing Plan that serves to improve the management of the company Maquinegocios creating appropriate strategies and achieving goals , getting your development and expand welfare as a company generates for society. The company currently does not have a planning system , as the type of administration that is characterized as reactive response against environmental situations and is not expected to change, which is why not have a vision and mission established , the same that are proposed in this work. The marketing or marketing management includes not only strategic planning but also its implementation , which is why in the present theoretical concepts that allow us to channel the objectives of the study , Chapter I: This chapter refers to the general aspects , its history , the formulation of the problem, hypothesis and objectives , Chapter II describes the conceptual framework , ie the variables that were considered important and also will support the understanding and application of the research , Chapter III describes the materials and methods to be used for the development of research, chapter IV : this chapter shows the results of the data collection field work was conducted to clients and potential clients of the company , chapter V describes the general aspects of the company history , activity areas works with the company and its future projections, chapter VI : this chapter contains the strategic Marketing Plan , detailing the outline of the strategic marketing plan , analysis of the business environment , formulation of objectives , formulation of strategies, action plans which includes those who are responsible and budget to execute the strategic marketing plan . . Already in Chapter VII presents the study's conclusions and recommendations developed respectively.