Elaborar un plan de marketing en el almacén El Vaquero del cantón Palora de la provincia de Morona Santiago para mejorar su posicionamiento en el mercado durante el periodo 2016.

Abstract

The marketing plan in the Vaquero warehouse in the Palora canton of the Morona Santiago province to improve it’s positioning in the market during the 2016 period, it has the purpose of providing strategies alternative to improve the commercialization of the analyzed products, the prices and the competition in the sector. In order to know the actual state of the company, customer surveys, and interviews with the owner manager and a FODA analysis were carried out, with which the situation in the company was determined. The analysis showed that it is essential to carry out a Marketing Plan in which it is planned: the differentiation of the products, leadership in costs, attention with quality and warmth to the clients, improvement of the service, and advertising strategies of monthly through meshes, murals, gifts, promotions and offers in its different product lines. It is recommended to execute each one of the proposed marketing guidelines and strategies that it will allow achieving the business objective, visualizing its mission and vision, in addition to constantly monitoring the market by innovating product promotions and continuously renewing the stock as leaders against the market competition.