Propuesta de marketing integral para mejorar el posicionamiento de Acción Social Municipal del Gobierno Autónomo Descentralizado del Cantón Guaranda.

Abstract

The objective of this research project was to propose comprehensive marketing strategies to improve the positioning of Municipal Social Action of the Decentralized Autonomous Government of the Guaranda Canton, the same that was executed due to the inadequate positioning in its target audience, based on this, it was carried out A situational diagnosis of the use and application of integral marketing strategies in the entity, in addition to investigating the market to determine the level of positioning that Municipal Social Action has and to achieve implementing alternative solutions to the problem raised. In the same way it is necessary to mention that the research covered a theoretical reference, that is, the scientific theoretical bases related to integral marketing and positioning to strengthen research were investigated. With the collection, tabulation and analysis of the results, marketing strategies were applied that were developed from the elements of integral marketing framed in the marketing mix, strengthening them with the implementation of the PESTEL analysis and the SWOT analysis that helped identify the situation of the entity for the proposal and implementation of the most viable strategies. It is important to mention that for the collection of information, a survey, an interview and an observation sheet were structured, all these tools were applied to the study population, from which results of great interest were obtained for the approach of the strategies of integral marketing framed in technological advances, traditional advertising media and specific alternative advertising to improve the positioning of the entity.