Diseño de un plan de marketing para la Cooperativa de Transportes Riobamba, de la provincia de Chimborazo, cantón Riobamba, periodo 2017

Abstract

This titling work aims at designing a marketing plan for the cooperative of transports Riobamba of Chimborazo Province, for the purpose of improving current positioning of the transports cooperative. Such proposal was made based on the situational diagnosis of the enterprise in the local market, through interviews implementation with managers and employees of the institution, as well as Riobamba´s population-based surveys. Survey preferences for other transports cooperative could be identified including the lack of advertising and marketing process to improve the image of the enterprise aimed at its target audience. This resulted in the development of a marketing plan that lies at meeting the unmet needs of entertainment and connectivity of customers of inter-provincial transportation, based on the SWOT analysis of the enterprise and the local market analysis, an operational plan for its implementation, monitoring and control of the proposed strategies. The developed marketing plan focus the following processes or strategies: the promotional advertising of the enterprise services, focus on its positioning in the eastern region, staff training, permanent maintenance of its vehicle. the proposal recommends implementing the advertising strategies through the collaboration of researchers of other schools.