Propuesta de plan de marketing en la Empresa de Soldar Carriles Comandante ¨Tony Santiago¨
Fecha
2011-07-25
Autores
Pérez Francisco, Mariela
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Editor
Universidad Central "Marta Abreu" de Las Villas
Resumen
La necesaria inserción de Cuba en el mercado internacional, unido a los cambios acaecidos en el mercado interno exige a las empresas la utilización de una filosofía empresarial donde el cliente sea el centro. Constituyendo el empleo de la filosofía de marketing un medio eficiente y eficaz para influir en el aprovechamiento racional de los recursos, ajustados a las necesidades y deseos de los consumidores, que permitan el crecimiento de la satisfacción de las necesidades sociales.
En correspondencia con lo anterior, la presente tesis aborda el problema de la elaboración del plan de marketing en la Empresa de Soldar Carriles Comandante “Tony Santiago” (SOLCAR), mediante la aplicación de un procedimiento viable.
El documento de la tesis incluye un estudio bibliográfico con el objetivo de elaborar el marco teórico o referencial sobre la planificación de marketing en las organizaciones, así como de las tendencias actuales en este campo; mostrando además una caracterización general de la empresa, destacándose las insuficiencias que presenta en la gestión de marketing, a partir de la aplicación de un procedimiento de diagnóstico.
Se expone además un procedimiento, para la elaboración del plan de marketing, integrado por un conjunto de etapas, para lo cual su utilizan fundamentalmente técnicas cualitativas, entrevistas, revisión documental, observación, entre otras. Finalmente, se muestra la validación del procedimiento mediante la aplicación al objeto de estudio práctico y el criterio de expertos.
The necessary inclusion of Cuba in the international market, coupled with changes in the domestic market requires companies to use a corporate philosophy where the customer is the center. Is the use of the philosophy of marketing an effective and efficient means to influence the rational use of resources, tailored to the needs and desires of consumers, enabling the growth of satisfaction of social needs. Corresponding to the above, this thesis addresses the problem of developing the marketing plan Weld Company Commander Carriles "Tony Santiago" (SOLCAR), by implementing a viable procedure. The document of the thesis includes a literature review in order to establish the theoretical framework of reference for planning or marketing in organizations, as well as current trends in this field also showing a general characterization of the company, highlighting the inadequacies presented in marketing management, from the application of a diagnostic procedure. It also outlines a procedure for the preparation of marketing plan, comprising a series of stages, for which its use primarily qualitative methods, interviews, document review, observation, among others. Finally, we show the validation of the procedure by applying to the subject of case study and expert criteria.
The necessary inclusion of Cuba in the international market, coupled with changes in the domestic market requires companies to use a corporate philosophy where the customer is the center. Is the use of the philosophy of marketing an effective and efficient means to influence the rational use of resources, tailored to the needs and desires of consumers, enabling the growth of satisfaction of social needs. Corresponding to the above, this thesis addresses the problem of developing the marketing plan Weld Company Commander Carriles "Tony Santiago" (SOLCAR), by implementing a viable procedure. The document of the thesis includes a literature review in order to establish the theoretical framework of reference for planning or marketing in organizations, as well as current trends in this field also showing a general characterization of the company, highlighting the inadequacies presented in marketing management, from the application of a diagnostic procedure. It also outlines a procedure for the preparation of marketing plan, comprising a series of stages, for which its use primarily qualitative methods, interviews, document review, observation, among others. Finally, we show the validation of the procedure by applying to the subject of case study and expert criteria.
Descripción
Palabras clave
Empresa de Soldar Carriles Comandante “Tony Santiago” (SOLCAR), Filosofía Empresarial, Mercado Interno