PLAN DE MARKETING DE SOS ANDROMEDA
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2018-12-03
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Jaén: Universidad de Jaén
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[ES]El presente Trabajo Fin de Máster ha sido desarrollado en la empresa SOS Andrómeda de
Jaén durante la realización de las prácticas en empresa del MBA. El trabajo parte del análisis
de situación de la empresa, compuesto por el análisis externo del entorno y el análisis interno
de la misma, para elaborar el análisis DAFO que permite tomar las decisiones estratégicas de
SOS Andrómeda, encaminadas a un objetivo de crecimiento y posicionamiento en un nuevo
mercado, Marbella. Dado que se trata principalmente de una empresa de servicios, las
decisiones operativas propias de la estrategia que se ha elegido se muestran en el marketingmix de servicios compuesto por las 7Ps. Finalmente, el trabajo describe los diferentes
métodos de control previstos para corregir las desviaciones que puedan producirse respecto a
la planificación de marketing realizada.
[EN]The present Final Master Project has been developed in the company SOS Andromeda de Jaén during the realization of the MBA company internships. The work is based on the analysis of the company's situation, composed of the external analysis of the environment and the internal analysis of the same, to elaborate the SWOT analysis that allows to take the strategic decisions of SOS Andromeda, aimed at an objective of growth and positioning in a new market, Marbella. Since it is mainly a service company, the operational decisions of the chosen strategy are shown in the marketing-mix of services composed of the 7Ps. Finally, the work describes the different control methods provided to correct the deviations that may occur with respect to the marketing planning carried out
[EN]The present Final Master Project has been developed in the company SOS Andromeda de Jaén during the realization of the MBA company internships. The work is based on the analysis of the company's situation, composed of the external analysis of the environment and the internal analysis of the same, to elaborate the SWOT analysis that allows to take the strategic decisions of SOS Andromeda, aimed at an objective of growth and positioning in a new market, Marbella. Since it is mainly a service company, the operational decisions of the chosen strategy are shown in the marketing-mix of services composed of the 7Ps. Finally, the work describes the different control methods provided to correct the deviations that may occur with respect to the marketing planning carried out