Sistema de acciones para establecer el Sistema de Mercadotecnia de la Empresa Constructora de Obras de Ingeniería No. 25
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Fecha
2013-07-25
Autores
Santos Díaz, Yamir
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Editor
Universidad Central "Marta Abreu" de Las Villas
Resumen
Actualmente, se hace necesario idear y desarrollar instrumentos que permitan diseñar programas de desarrollo adecuados a las condiciones concretas del país, de cada sector, y de cada organización determinada. La Empresa Constructora de Obras de Ingeniería No. 25, perteneciente al grupo empresarial de la construcción de Villa Clara, se encuentra inmersa en la implantación del sistema de dirección y gestión empresarial , sin embargo, no se cuenta con un diagnóstico inicial del sistema de marketing para el expediente del mismo, por lo que se realiza la presente investigación con el objetivo de diseñar el sistema de acciones para establecer el Sistema de Mercadotecnia de dicha entidad, con énfasis en sus opciones estratégicas. Para ello se analizaron las principales consideraciones teóricas que sustentan la investigación acerca del sistema de mercadotecnia, se realizó un diagnóstico por medio de encuestas, entrevistas, la observación y el análisis documental y esto permitió presentar el sistema de acciones que revela las opciones estratégicas a seguir por la empresa para establecer el sistema de gestión de mercadotecnia.
At the moment, it becomes necessary to devise and to develop instruments that allow to design development programs adapted to the concrete conditions of the country, of each sector, and of each certain organization. The Company Manufacturer of Works of Engineering No. 25., belonging to the managerial group of the construction of Villa Clara, is immersed in the installation of the managerial improvement, however, you/he/she is not had an initial diagnosis of the marketing system for the file of improvement, for what is carried out the present investigation with the objective of designing the system of actions to establish the System of Marketing of this entity, with emphasis in her strategic options. For they were analyzed it the main theoretical considerations that sustain the investigation about the marketing system, he/she was carried out a diagnosis by means of the interview, the observation and the documental analysis and this allowed to present the system of actions that he/she reveals the strategic options to continue for the company to establish the system of marketing administration.
At the moment, it becomes necessary to devise and to develop instruments that allow to design development programs adapted to the concrete conditions of the country, of each sector, and of each certain organization. The Company Manufacturer of Works of Engineering No. 25., belonging to the managerial group of the construction of Villa Clara, is immersed in the installation of the managerial improvement, however, you/he/she is not had an initial diagnosis of the marketing system for the file of improvement, for what is carried out the present investigation with the objective of designing the system of actions to establish the System of Marketing of this entity, with emphasis in her strategic options. For they were analyzed it the main theoretical considerations that sustain the investigation about the marketing system, he/she was carried out a diagnosis by means of the interview, the observation and the documental analysis and this allowed to present the system of actions that he/she reveals the strategic options to continue for the company to establish the system of marketing administration.
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Palabras clave
Sistema de Mercadotecnia, Empresa Constructora de Obras de Ingeniería, Dirección y Gestión Empresarial, Sistema de Marketing