Plan de marketing integral para la compañía de seguridad JOMACH Cía. Ltda.

Abstract

The objective of the present work degree was to design an integral Marketing Plan for the Jomach Cia security company. Ltda. The problem was identified in the lack of marketing strategies which led to an inadequate positioning of the company. It was considered the background of the company that served as a premise to know their needs and thus make a scientific support for the development of the proposal. Through a qualitative-quantitative analysis identifies strengths, weaknesses, threats, and opportunities of the company. Through the use of both internal and external surveys, information was obtained for the guideline of strategies, the internal and external survey, were validated by the verification of Kuder-Richardson and the analysis Top Two box to cross variables that it provided information about perceptional behavior regarding satisfaction indicators. It has allowed to propose the strategies within the Integral Marketing Plan to position JOMACH in private security sector in Ecuador. It is recommend the application of the Integral Marketing Plan in the company of security JOMACH Cia, LTDA, as a tool to improve its positioning and increase its fee of market, the same that will have to be controlled periodically which will allow to know if the actions are being implemented correctly.