Diseño del plan estratégico de marketing para mejorar el posicionamiento comercial de la IPS vacunación y vida de la ciudad de Ibagué.
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Date
2018-12-11
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Corporación Universitaria Minuto de Dios
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Abstract
El presente documento contiene la investigación para la realización de un plan
estratégico de marketing para la IPS Vacunación y Vida, partiendo de una
contextualización inicial de la compañía, en la que se realiza un diagnóstico de su
estructura organizacional, se identifica las oportunidades, fortalezas, amenazas y
debilidades y se analiza su marketing actual.
También se desarrollaron diferentes herramientas para analizar la competencia y
segmentar el mercado, esto con el fin de caracterizar el consumidor y así permitir
identificar el mercado objetivo para los productos de vacunación que la IPS ofrece.
Por último, se plantean un plan estratégico de marketing donde se establecen unas
estrategias en cuanto a producto, precio, plaza y promoción, así mismo se establece un plan
de acción para la correcta realización del mismo.
This document contains the previous research for the realization of a strategic marketing plan for the IPS Vaccination and Life, starting from an initial contextualization of the company, in this a diagnosis of its organizational structure is made, opportunities, strengths are identified, threats and weaknesses and their current marketing is analyzed. Different tools were also developed to analyze the competition and segment the market, this in order to characterize the consumer and thus allow identifying the target market for the vaccination products that the IPS offers. Finally, a strategic marketing plan is established where strategies are established regarding Product, Price, Plaza and Promotion, as well and an action plan for the correct performance of it.
This document contains the previous research for the realization of a strategic marketing plan for the IPS Vaccination and Life, starting from an initial contextualization of the company, in this a diagnosis of its organizational structure is made, opportunities, strengths are identified, threats and weaknesses and their current marketing is analyzed. Different tools were also developed to analyze the competition and segment the market, this in order to characterize the consumer and thus allow identifying the target market for the vaccination products that the IPS offers. Finally, a strategic marketing plan is established where strategies are established regarding Product, Price, Plaza and Promotion, as well and an action plan for the correct performance of it.
Description
Diseñar un plan estratégico de marketing que aumente el posicionamiento comercial de
la IPS Vacunación y Vida en la ciudad de Ibagué.
Keywords
Estructura de mercado, Formación de precios, Diseño de mercados, Marketing, Publicidad, Market structure, Price formation and design, Market design, Business
administration, Marketing