Plan estratégico de marketing para el Centro de Enseñanza Automovilística La Cumbre S.A.S.

Abstract

The present document develops a strategic marketing plan for the Centro de Enseñanza Automovilística La Cumbre SAS, a company that carries out its commercial activities in the municipality of Funza, Cundinamarca and who over the years has experienced a breach in the annual sales budget. In the first instance a sectoral diagnosis is made, that is to say, illustration of the variables of the macro environment whose variations directly affect the economic exercise of the academy, in this it was evidenced that the exercise of its activity in the market depends merely on policies and resolutions that In effect to counteract an illegal market has made available a series of regulations whose purpose beneficiary to the academy. In another section a diagnosis is made of the educational center with its competence analyzing attributes and disadvantages that are with it, in addition to a detailed diagnosis of the type of users who acquire this type of service and is prescribed additional to the study, an assessment of current satisfaction, which additional measures the quality with which the processes are being exercised. Finally, based on the results of the previous analysis, five collateral strategies are developed that seek to increase sales volume, market share and the positioning of the CEA La Cumbre SAS brand in the province of Sabana Occidente.