Plan de marketing for the benefit of services in the shop of repairs of the management of integral technical services of Copextel SA. Santiago de Cuba

Plan of marketing for the benefit of services in the shop of repairs of the management of integral technical services of Copextel SA. Santiago de Cuba

Abstract

Companies assume the service marketing approach as a condition to achieve their competitiveness based on the design of adequate Marketing plans that allow them to know what is the best way to attract, attract and retain customers; this imposes guidelines for action and management tool detailing the advertising strategy to penetrate the market. It is part of a master’s thesis, in the process of preparation; its objective is to design a marketing plan to enhance the improvement in the provision of services, linked to the business management processes of the repair shop of the technical services management of COPEXTEL SA. Santiago de Cuba Division can be adapted to other dependencies in the design of a basic procedure in which the steps of elaboration of the marketing plan are inserted and incorporates the four stages of the management cycle for its implementation. Obtained from a descriptive study in its qualitative and quantitative modality, from the analytical methodology, and the documentary research on the results of the work, which makes it possible as the main result to develop the theoretical framework and the design and operationalization of the procedure.