Diseño de un plan de marketing para la florícola Amyli Flowers

Abstract

The present degree work corresponds to the design of a marketing plan for the floriculture Amyli Flowers, owned by Mr. Livio Pajuña, which is located northeast of Quito in the parish of Yaruquí on Antonio Borrero E1-218 and Railway Line streets. The present project is developed in two chapters, the first includes the diagnosis of the current situation of the organization, for which an analysis of the macroenvironment is carried out in order to know the opportunities and threats through a PESTAL analysis and the evaluation matrix of external factors. (EFE), in the same way an analysis of the microenvironment is carried out through the evaluation matrix of internal factors (EFI), the competitive profile matrix (MPC) and the internal audit to identify the strengths and weaknesses, this analysis of the factors that influence the company allow the elaboration of the SWOT matrix. In the second chapter, the marketing plan is designed based on the 7p's, the mission, vision, principles, values, imagotype, slogan and strategies are defined. Each strategy has a schedule, an action plan and its respective budget, finally a cost/benefit analysis is carried out to determine the viability of the project.