Plan de marketing para la Cooperativa de Producción Industrial Calzado Penipe – Calzado Vinicio, del cantón Penipe, provincia de Chimborazo para el periodo 2016 – 2017.

Abstract

The present research project Marketing plan for the industrial production cooperative Calzado Penipe - Calzado Vinicio, of Penipe canton, province of Chimborazo for the period 2016 - 2017, has the purpose of contributing to the commercial dynamisation in the footwear industry through strategies based on the marketing mix. The methodology used was the survey of real and potential clients; and observation to those who make up the industry. It can be said that the company is not known in the riobambeño market, because it lacks mass publicity, it does not have a strategic place that allows it to better publicize its product, and it does not have much variety in terms of to shoe designs. It is considered that an internal and external analysis of the company is necessary, so that the strategic decision adjusts to the needs of the company. The proposal is to generate innovative strategies that ensure the positioning of the brand and consequently improve the commercial management of Footwear Vinicio de Penipe, propening to the development of the footwear industry. It is recommended: the implementation of the strategies proposed in this document, as these will cement the basic principles of strategic management and set the guidelines for business progress, in the first instance, in the local and provincial market, to subsequently expand the brand in the national market with quality products and economic prices.