Diseño de un plan de marketing de servicios para el Taller Automotriz Superior, en la ciudad de Francisco de Orellana, provincia de Orellana

Abstract

The present research contains the elaboration and proposal of a Service Marketing Plan for the Superior Automotive Workshop from the city of Francisco de Orellana, with the purpose of improving the current situation of the company and its profitability as well. For its construction, an internal and external study was carried out with analysis tools such as the SWOT matrix, matrix of internal factors SIF, matrix of external factors SEF and matrix of comparative profile MCP, in addition a survey of perceptions was applied to users to determine the level of satisfaction and thus determine the situation in which the institution is. The results show that the organization has a trained staff for operational work, but it is not trained for customer service; the company does not have a strategy plan that seeks customer loyalty and also it was determined the means of communication through which it can be published the different services of the company. The proposed Marketing Plan contains in its structure a series of strategies focused on the needs of the company, aims to strengthen its organizational structure, the enhancement of the corporate image, the training of staff on issues that influence the service process and a Communication plan. It is recommended for the company to carry out the completion of this Service Marketing Plan in its entirety.