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

Abstract

At present HORMI-CENTER Concrete Company does not have yet a structured planning process of marketing, also it does not have identified the criterion of demand for ready-mixed concrete. Besides, it has been unable to increase its market share and improve their sales levels. Therefore, the current research was carried out from two perspectives. The first one has to do with an analysis of internal and external factors of the company; and the second one is about a market analysis. Regarding the objective of this research it was to analyze accurately the marketing system of HOMRI - CENTER Company, through a descriptive study in order to formulate a marketing plan to improve its business situation, consequently to increase its income. To perform this investigation was necessary the intervention of the author and the collaboration of the officials of the Company. Because of the location of the company which facilities are placed in Azogues and Cuenca, the investigation was developed in both places. There a focus group was carried out with officials of the company which allowed to identified strengths, weaknesses, opportunities and threats of the company. Also, some surveys were applied to civil engineers, architects and construction workers. A a result of this investigation, it was concluded that the company requires an elaboration of a Marketing Plan with the aim of increasing its participation in the marketplace, to rise its sales and to produce more profit for the company. KEYWORDS: SWOT, Marketing, Market, Market Researching, Marketing Mix.