Bibliographic citations
Flores, G., Valenzuela, L. (2017). Análisis y propuesta de mejora del marketing Mix para la empresa I.E.I.P. Rayitos del Sol [Tesis, Universidad Nacional Agraria La Molina]. https://hdl.handle.net/20.500.12996/3049
Flores, G., Valenzuela, L. Análisis y propuesta de mejora del marketing Mix para la empresa I.E.I.P. Rayitos del Sol [Tesis]. : Universidad Nacional Agraria La Molina; 2017. https://hdl.handle.net/20.500.12996/3049
@misc{renati/1116627,
title = "Análisis y propuesta de mejora del marketing Mix para la empresa I.E.I.P. Rayitos del Sol",
author = "Valenzuela Muñante, Lissette Stephanie",
publisher = "Universidad Nacional Agraria La Molina",
year = "2017"
}
In the present work of degree, the case of the I.E.I.P. is developed. Rayitos del Sol, which provides comprehensive education and above all based on values to children between the ages of 3 and 5. The main objective of the research was to carry out an Analysis of the current Marketing Mix of the Initial Educational Institution Rayitos del Sol and to elaborate proposals for improvement for its most critical components. The specific objectives determine to identify the needs of current and potential customers, and make the budget of the monetary cost of the improvement proposal. The methodology used for the development of the research included visits to the facilities of the Educational Institution, interviews with staff at all levels, surveys of the institution's parents as well as those of the competition, observations of the environment and the Review of internal documentation as tools for data collection; Later this information was used to perform internal and environmental analysis using the tools of general analysis and management. From the analysis of the Marketing Mix, it was found that there is a poor management of the service and promotion, in addition to the threat of direct and indirect competition that could be reflected in a decrease in enrollments. As a consequence, improvement proposals were prepared for each critical point, where the following highlights: the improvement of the organization by the management and the service provided, as well as providing new services to meet the immediate needs of external customers and loyalty to internal customers. In addition, significant improvements in the promotion of the service and take advantage of the attributes that the Educational Institution has. All this is aimed at maintaining the level of enrollment, in addition to helping the differentiation of competition for quality in service. We made a budget of the tools to be used to maintain the promotion on a permanent basis, in addition to making recommendations at management level such as increasing salaries to teachers who are directly involved in the quality of the service.
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