Implementación de un sistema de información de mercadeo y mejoramiento continuo con aplicaciones estratégicas para la Empresa American Cable en el período 2012 - 2013

Abstract

This thesis is about the implementation of an information system of marketing and continuous improvement of the American Cable Company by using different strategic applications during the 2012-2013 period. This has been done considering the technological advance that we have had during the last years since it involves careful, controlled, and rational planning of the different resources which will guarantee economical development for the company’s and its customers’ benefit. A market study was carried out with the objective to determine key customer needs by identifying their preferences for service improvement not only in Ambato but anywhere else the service is provided. Another objective is to establish the position level the company has in its costumers’ mind. For the accomplishment of the proposal, many strategies were developed. These strategies include creating a database to keep track of customers, suppliers, and decoders. The proposal also includes the use of graphic materials such as flyers, posters, and billboards, besides using special offers for new and former customers. The database is aimed to prevent the leakage of information, to control the company resources, and to keep customers’ data in a better way; customer information refers to their preferences on existing channels in the offered packs. It will also help keep a close monitoring of the use of raw material which will significantly help the company development. Regarding to graphic advertising, innovative designs will be used to give the company a new look so that it can be competitive among other companies that are on the market. It is recommended to have a Marketing expert in order to help the company position in the local market since it has its own investment capital to facilitate applying marketing mix.