Plan de marketing para la empresa Global Information Technology Alliance Gita-Ecuador.

Abstract

The present project of titration exposes the accomplishment of a Plan of Marketing for the company Gita - Ecuador in the city of Guayaquil, with the aim of increasing the sales and positioning the mark of the company in the SMEs of the aforementioned city. It starts with the general aspects in which information technologies are analyzed and their impact on the business activities of SMEs today, it also highlights the problems that the company Gita-Ecuador is currently analyzing the historical data. of sales to require more support. Subsequently, an exploration of relevant theories that contributed to the development of the present project is carried out. The situational analysis analyzed the macro environment that is made up of external situations such as political, legal, economic, technological and socio-cultural aspects. The micro environment evidences unfavorable weaknesses in such a competitive market , this affects the low market share that the company currently has. Market research managed qualitative and mystery shopper tools to obtain particular variables and subsequently strengthen the results of quantitative research. The marketing plan reveals several strategies for achieving the objectives, in terms of marketing mix the Innovative package has been created, which allows to apply a strategy of low prices. The financial analysis is done through TIR, VAN, ROI calculations to analyze the feasibility of the project.