Abstract:
Our project aims to demonstrate that using a correct potential market analysis and marketing plan,
UNIRAY S.A. enterprise have the opportunity to increase its portfolio of clients with a prepaid medical
service.
This alternative, different than medical care traditional insurances, it is used to cover the expenses of
general medical attention paying in advance and it will try to reach withhold health area sectors.
It would be focused in countryside town reason why the investigation is developed in 5 cantones near
Guayaquil city by means of surveys in order to know the preferences, characteristics, competition and
achieves of the service.
In these places, far from big cities, the greater part has neither the infrastructure nor the suitable
medical crew to be able to realize to people basic examinations and give a good and fast medical
diagnosis from the doctors.
Developing the investigation, would be to the analyses for the introduction and positioning of the service
