Plan de marketing corporativo para el posicionamiento de marca de la Microempresa “Confecciones Julián Ramiro” del cantón Guano, provincia de Chimborazo

Abstract

In this research work a Corporate Marketing plan was carried out in order to generate the identification of the brand in the market of the Guano canton, Province of Chimborazo of the microenterprise confecciones Julián Ramiro. In the first instance, a market research was carried out through the implementation of a survey to the PEA (economically active population) of the Guano canton, this helped determine the degree of positioning that the micro-enterprise has in its target audience, in addition a current analysis of the micro-enterprise was also carried out through the development of a SWOT Matrix that allowed us to identify its strengths, weaknesses and opportunities. With the market study, it was possible to know that 68% of the population is unaware of the existence of micro-enterprise, which together with the analysis carried out, it was found that it does not have an image that differentiates it from its competition, in addition there have not been implemented strategies of communication that allow this micro-enterprise to be known and also does not count with a technically formulated structure. Therefore, as part of the strategies, the creation of a logo to identify the microenterprise was proposed, as well as the application of communication strategies to keep the client informed and, finally, strategies that will strengthen the identification of the internal customer with the brand. It is recommended to apply the study carried out as this will help to gain a position in the market and be the choice of potential customers over the competition.