Elaboración de un plan de comercialización para los servicios que oferta la Clínica de Investigación y Rehabilitación Oral Integral CIROI de la ciudad de Riobamba, Provincia de Chimborazo para el periodo 2014

Abstract

The present thesis was carried out with the fundamental objective to Design a commercialization plan for the services offered by the Clinic of Research and Oral Integral Rehabilitation (CROIR). Problems identified: no count with a commercialization plan, incurring that the Clinic positioning be very low to achieve with the current society demands within the scope of the facial plastic surgery. Theorical framework: where the company commercial plans are established for a limited time consisting in six important points that are adapted to the company. The situational analysis about the clinical location, determining the opportunities, strengths, weaknesses and threats determining the strategies in a commercialization plan in order to reach the objectives, the company mission and vision. Having as a weakness the lack of communication by the collaborators and the management being an internal problem; externally there are threats limiting the clinic development and as well as the competency, on the other hand we have the opportunities encouraging in an impressive way to the clinic as to expand the creation of new branches, disposition of surgery, the general conclusion is The CROIR has strengths as the recognition and the acceptance by the Riobamba people, for the quality and variety of services in facial and body plastic surgery offered, Market experience, personalized attention allowing to increase progressively. This research allowed achieving the objective, to make public the location of the clinic and all the services offered, trough the communication strategies: promotion strategies in social networks, written communication strategies in order to spread our services.