PLAN DE MARKETING EN GRUPO AVANZA
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2018-09-10
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Jaén: Universidad de Jaén
Resumen
[ES]El presente trabajo ha sido desarrollado en el departamento de marketing de Grupo
Avanza (Jaén). En primer lugar, se expone la misión, visión y los valores del grupo de
empresas; a continuación se desarrolla un análisis del entorno en sus diferentes niveles,
seguido del propio análisis interno, a través del estudio de las distintas áreas funcionales
que componen el grupo, de su estado financiero, los servicios que ofrece, los precios, la
comunicación y la distribución empleados. Posteriormente, se presentan las decisiones
estratégicas de Grupo Avanza, encaminadas a un objetivo de posicionamiento, para
desembocar en las decisiones operativas propias de la campaña. Para finalizar, se
presentan los diferentes métodos de control de dicho plan de marketing y unas breves
conclusiones
[EN]The present Marketing Plan has been developed in the marketing department of Grupo Avanza (Jaén). In the first place, the mission, vision and values of the group of companies will be exposed; then an analysis of the environment at its different levels is developed, followed by the internal analysis itself, through the study of the different functional areas that make up the group, its financial status, the services it offers, the prices, the communication and the distribution used. Subsequently, the strategic decisions of Grupo Avanza are presented, aimed at an objective of positioning, to lead to operational decisions specific to the campaign. Finally, I present the different methods of control that belong to the marketing plan and a few brief conclusions.
[EN]The present Marketing Plan has been developed in the marketing department of Grupo Avanza (Jaén). In the first place, the mission, vision and values of the group of companies will be exposed; then an analysis of the environment at its different levels is developed, followed by the internal analysis itself, through the study of the different functional areas that make up the group, its financial status, the services it offers, the prices, the communication and the distribution used. Subsequently, the strategic decisions of Grupo Avanza are presented, aimed at an objective of positioning, to lead to operational decisions specific to the campaign. Finally, I present the different methods of control that belong to the marketing plan and a few brief conclusions.