Plan de marketing para la Microempresa ALVICON del Distrito Metropolitano de Quito, sector Chiriyacu.

Abstract

At present the micro companies that dedicate themselves to the metal locksmithing in aluminum and glass, could experience difficulties in the marketing of their products and as a consequence they would obtain monetary losses that in certain cases would lead them to economic ruin. For this reason, the present title work has been carried out based on the preparation of a marketing plan that allows the microenterprise ALVICON to improve the management processes in its marketing area in order to increase its sales and position itself to a greater degree within of the market in the Chiriyacu sector of the city of Quito. At the beginning of this work, chapter 1 establishes the situational analysis of the microenterprise where the internal, external and strategic situational factors that affect it are established. When the internal factor is analyzed, its history, business philosophy, organization chart, product portfolio and examination based on Porter's forces are brought to the attention of the external factor, analyzing elements of a political -legal, economic, socio-cultural nature. , technological and environmental, when observing the strategic situational factor, the life cycle of the product is determined, the market share, as well as the analysis of the Value Chain, SWOT and EFE - EFI matrices.