Propuesta de un plan estratégico de marketing para la Escuela de Capacitación del Sindicato de Choferes Profesionales del cantón Colta, periodo 2016 - 2017

Abstract

The proposal os a Strategic Marketing Plan for the Escuela de Capacitación del Sindicato Choferes Profesionales of Colta aims to improve the quality of service that is being offered. The development of the project is based on making a diagnosis of the institution thorough surveys, in order to know how the institution is engaged in the market. In other words, how current clients, internal customers and potential clients perceive the Escuela de Capacitación del Sindicato de Choferes Profesionales. Having knowlegde about existing problems, an analysis SWOT (Strengths, Weaknesses, Opportunities and Threats) was carried out. Analizing the internal situations and threats, clear and applicable strategies were proposed according to the needs of the institution such as: Marketing strategies using in this way Advertising, Training and Responsability, Social and Bussiness strategies, in order to solve existing problems by generating better internal and external communication, leading to success and achieving greater profitability in the short and long term.