Diseño de un plan de marketing estratégico para posicionar la imagen de la Empresa PROALIM, en la ciudad de Riobamba, provincia de Chimborazo

Abstract

The current proyect is aimed to design a strategic marketing plan in order to project the image of PROALIM Company in Riobamba city, Chimborazo province, taking advantage of the strengths that the company has in infrastructure, equipment and product portfolio. These elements will help strengthen the production capacity and business skills in the dairy market. A bibliographics research was carried out as the first stage in order to build a theoretical and conceptual framework. In the research methodology, a deductive and inductive method was applied to collect information by applying tools and data collection techniques such as direct observation and surveys. 544 commercial establishments among grocery stores, minimarkets and supermarkets registered in Riobamba Chamber of Commerce were considered in this field research. This sample made it possible to obtain information of preferences of the possible distributors of the brand. 74% of respondents correspond to grocery stores which are the largest source of potential product distribution. When distributors choosing a brand to market, this must be based on the price and payment methods. Milk, yogurt and cheese are the products that are sold the most in commercial premises. The strategies that will be part of the proposal together with the previous diagnosis shown in the internal and external analysis matrices as well as the strategic SWOT (Strengths, Weaknesses, Opportunities, and Threats) were proposed thanks to the analysis of the results, and thus increase a better and greater market participation as well as brand and company positioning in Riobamba city.