Modelo de plan de Marketing para la comercialización de viviendas ...

EXECUTIVE SUMMARYThe study was conducted and is presented below has the title "Marketingplan model for the marketing of housing in the south of the MetropolitanDistrict of Quito. Application case: Quitumbe Sector" which identifiesseven chapters.First we present an overview of the project, objectives to be analyzed, therationale as well as the theoretical framework and methodology used inthis study. As the second chapter describes the market study that analyzesin detail the supply and demand. Next Chapter three shows the analysis ofexternal environment: macro environment and micro environment andinternal analysis: Strengths, weaknesses, opportunities and threats. Thefourth chapter was conducted market research objectives, methodology,sample, sample size, questionnaire, research results and conclusions. In thefifth chapter, made the formulation of the Marketing Plan which outlinesstrategies for each member of the mix: product, price, place, advertising.The sixth chapter describes the tactical plan, schedule of activities, theseventh chapter contains marketing expense budget, monitoring indicatorsof the marketing plan. This paper concludes with the eighth chapter ofconclusions and recommendations.The marketing plan is the basic management tool to be used by all marketorientedcompany that wants to be competitive. In its implementation willbe set different actions to be taken to achieve the objectives.