Implementación de una nueva línea de servicio en la empresa Ecua-Salud para mejorar su posicionamiento en el mercado.

Abstract

The objective of this project is to implement the molecular biology analysis service in Ecua-Salud laboratories, which is an institution dedicated to occupational and clinical medicine. Due to the increasing competition, has been losing the limelight among the laboratories of the city of Guayaquil. Molecular biology analysis is a relatively new service in Ecuador, few institutions offer it because its operating costs are high and the number of specialists in this field is limited. An alliance with a recognized laboratory in Spain, will allow Ecua- Salud to offer this services in Ecuador with values that are accessible to the Ecuadorian consumer. Within the first chapter, we can analyze the environment surrounding Ecua-Salud laboratories and what are the factors that led to the need of innovate their services. Reviewing chapter 2 will let us know the status of the company; how it is composed, what it has and how the implementation of the new service will affect the institution. In chapter 3 we will observe the different long-term customer loyalty strategies, so that after the implementation of the new service line, customers first think in Ecua-Salud as they confidence clinical laboratory. Finally, in the fourth chapter, we will analyze financially how the company is currently doing, what its investment is made of and the feasibility of incorporating these new services into the company.