Plan de marketing para captar y fidelizar clientes para la ruta Trujillo - jaén en la empresa de transporte ave fénix s.a.c.

Abstract

The development of this research work has been carried out in order to make marketing plan to attract and retain customers to Trujillo route - Jaen in the carrier Phoenix SAC To do a situational analysis relying on techniques of internal and external analysis by applying Matrix Ansoff, also was taken into account in the analysis was prepared, the data obtained from surveys both consumers and workers, thus see what the points and factors that was showing weaknesses are. And to solve these marketing strategy was raised. After the investigation was obtained in the final accumulated, it was observed that enterprise customers phoenix SAC fairly satisfied with the quality of service provided by the company they felt, and this can be evidenced by the acceptance shown by customers, thus the quality service that provides customers and quantified in a score equal to 362. It concluded that the data, said the marketing plan will have a positive impact on sales of Ave Fenix SAC well demonstrated in the comparative analysis was performed.