Diseño de un plan de marketing mix para Talleres Gabriel de la ciudad de Riobamba, periodo 2012-2014

Abstract

The Mix Marketing Plan is a basic management tool that uses any enterprise oriented to the market that pretends to be competitive. This work is summarized in the following chapters: The first chapter called Nature of Business discusses service marketing, Mix marketing, marketing plan, analysis of opportunities and alternatives, objectives, marketing strategies, action programs, draft statement of profit and loss and finally the controls. The second chapter called Diagnostics enterprise describes in summary form the background, enterprise description, services offered, hours of operation, machinery, organizational structure, organizational culture, market research and conclusions. The third chapter called Strategic proposal refers to generalities, objectives, structure Mix Marketing Plan with their political, technical, marketing strategy that complements the detail of budget execution. The last chapter presents conclusions and recommendations that corresponds the contribution as an efficient tool, and especially effective that it is useful for taking wise decisions.