Diseño de un plan comercial para el posicionamiento y reconocimiento de la marca Mangayacu de la microempresa agua purificada y envasada del cantón Mera provincia de Pastaza

Abstract

The present research work was developed to design of a commercial plan for the best positioning and recognition of the "Mangayacu" brand of the purified and packaged water microenterprise of the Mera province of Pastaza, is intended to be an aid instrument for a better product offering than offers the company and therefore generate a growth in the profitability of it. For its development, the methodological framework for the execution of the surveys of the population of the province of Pastaza and the canton was prepared. The distribution sites of the company, likewise, the SWOT analysis is carried out where information is found fundamental that reveals the current and real state of the company. The results have been converted into the percentage status of the customers that exist in each of the distribution places, consisting of 19% in the province of Pastaza and 12% in the cantón of Baños. In addition, it has to do with the company at the same time with advertising in the province of Pastaza 68% of the population that has public advertising in recent years, while in the cantón of Baños 81% affirms the aforementioned The realization of the proposal of the commercial plan is made taking into account the results captured within the methodological framework, for which the execution of a series of proposals was proposed from a training plan that allows employees to be prepared for the challenge commercial that will be close to a maximum, which is adapted to a better personal contact that has a direct contact with the population, in order to attract customers the time the positioning and the expected recognition in each of the distribution places from the company Mangayacu. We recommend the execution of the proposed proposal within the timeframe established.