Elaboración de un plan de marketing para la Asociación Emprendedores 21 de Abril de la ciudad de Riobamba, provincia de Chimborazo

Abstract

This research work was carried out with the main objective of possessing the company's products; through a Marketing Plan from April 21 Entrepreneurs Association in Riobamba city, Chimborazo province. For achieving an analysis adjusted to reality organization, it was applied a methodology of mixed approach, that is to qualitative based on the characteristics of the association, quantitative when referring to the statistical results obtained from surveys applied to people in the city. It applied strategic planning tools such as macro and microenvironment analysis, matrix of internal and external analyzes (SWOT) matrix and survey addressed to the internal client (SERVQUAL) analysis, which determined the current situation of the company with a positioning less than 20%, undefined corporate image not defined and a reduced product portfolio. As a result, the company requires positioning strategies based on market research, emphasizing the corporate image and market diversification, as well as web advertising strategies. The realization of marketing plan for the company becomes a necessary tool of management, for the positioning of the products, therefore the implementation is recommended.