Plan de marketing para la agencia del Banco del Pacífico, Paseo Shopping, en la ciudad de Riobamba.

Abstract

The marketing plan for the Banco del Pacifico branch office of Paseo Shopping in the city of Riobamba determines efficiency, effectiveness and competitive management so as to have vision and planning for its growth and development. A market study was carried out to know the influence of marketing mix (product, price, promotion and place) and the strength, opportunity, weakness and threaten (SWOT) analysis. The marketing plan execution will be meaningful for this branch office. The results and meaningful advances in its operational and administrative management were obtained. The vision, mission, objectives, strategies, duration, costs and people in charge were posed guaranteeing its market membership and obtaining a high level of customers´ satisfaction. Conclusions and recommendations were determined to solve problems and to take advantage of the market opportunities for it to grow and develop.