Diseño de estrategias para impulsar el posicionamiento de la Empresa XP Center, en el cantón Riobamba, provincia de Chimborazo, año 2018

Abstract

The purpose of the present research work is to desing strategies for “empresa XP Center” which commercializes computer equipment in the city of Riobamba to increase its positioning in the market, making know the products and benefits that offers to the public. The methodology used is based on conducting surveys applied to the Economically Active Population (PEA) of the Riobamba city in the five urban parroquias, as well as the preparation of the SWOT matrix to determine the current situation of the company. It determined that the company needs the application of marketing and advertising tools to improve its positioning within the market. The proposal is based on creating strategies of differentiation and positioning to face the competition, guiding the company to obtain recognition in the market by generating income and strengthening its economy. In conclusion, the company XP Center has qualities such as: customer service, quality and optimal prices, but does not show high presence in the different advertising media due to the company staff has not executed adequate actions related to marketing management and planning. It is recommended to enhance the qualities of customer service, quality and price through advertising strategies which will help the company to be part in the target market.