Diseño de un plan de marketing para la Importadora “RM” de la ciudad de Riobamba, provincia de Chimborazo.

Abstract

The objective of this research work is to prepare a Marketing Plan for the "RM" Importer from Riobamba city, Chimborazo province, in order to achieve recognition in the local market of household appliances. By means of an interview with the manager was collected all the information related to the history of the Importer, its structure, if it had some kind of short, medium or long term planning. They were carried out 98 surveys to internal and external customers, which allowed to detect the shortcomings, such as that the "RM" Importer does not have a Marketing Plan that allows it to position itself effectively as a leader in the appliance market, it has not been established a specific mission and vision, attractive discounts and promotions are not offered to clients, advertising is limited, the location of the business is not in a commercial area. Based on the research work carried out it is recommended to execute the proposed Marketing Plan that contains strategies that will allow us to correct the mistakes made, in what concerns the promotion of the products, improve the ranking of the Importer based on an adequate management of advertising, agreeing on radio, television, written press, flyers. Once improving these aspects, the Company will have an increase in customers and therefore the desired profit, becoming a leader in the competing market.