Plan de marketing para la empresa hormigonera Hormi Center de la ciudad de Azogues para el año 2015

Abstract

Abstract: The company HORMI CENTER, by not having a plan for its marketing process, and not having identified the criterion of concrete demand, has not been able to increase its market share or improve its sales levels. Therefore, this investigation was carried out from two perspectives. First, an analysis of the company's internal and external factors; and second, a market analysis. The objective was to analyze the marketing system of HOMRI CENTER, through a descriptive study, which allows the formulation of a Marketing Plan. In the investigation there was the intervention of the Author and the collaboration of Company officials. The research was carried out in the cities of Azogues and Cuenca; It was descriptive, exploratory and propositional. An analysis of the Strengths, Opportunities, Weaknesses and Threats was carried out; as well as surveys were applied to civil engineers, architects and people dedicated to construction activities. As a result, a duly justified Marketing Plan was developed.