Diseño de un Plan de Marketing para la Empresa FEVELAB en la ciudad de Riobamba, provincia de Chimborazo, para el período 2008 - 2009

Abstract

A design of a Marketing Plan for FEVELAB enterprise has been proposed at Riobamba, province of Chimborazo for 2008-2009 in order to increase the participation of the enterprise in the market of medical diagnose services in Riobamba with a 25% annually. The descriptive research was employed according to the nature of study, primary data collection are carried out through interviews applied to the competence, questionnaires to customers with UTD active active economic profile in men and women with 20 to 60 years old in Riobamba. The secondary information is obtained from inner files of the enterprise and external sources such as magazines, newspapers and governmental and nongovernmental organisms involved among others. The plan of Marketing for FEVELAB was elaborated from the marketing research, competence analysis and FODA analysis result applying strategies to differentiate service, replacement, low prices, quality programs, implementation and means of strategy to improve the service and get a better participation in the market. To accomplish the objectives and strategies, sales will be improved in each of the elements of services loams to allow the enterprise cover the domestic market efficiently and project in a future to cope regional service. Due to the intangible nature of clinic lab services, it is recommended to the enterprise improve its harmonic infrastructure distribution and care emphasizing quality process of service.