Diseño de un plan de marketing para la Importadora Mundo Llantas, de la ciudad de Riobamba, provincia de Chimborazo

Abstract

A marketing plan was desinged for the Mundo Llantas importer to increase the customer satisfaction levels. Interviews, observation schedules, and surveys among current and potential customers were used to gather relevant information. Thus, custumer needs-based strategies were posed. A strength, weaknessess, opportunities, and threats (SWOT) analysis, an internal factor evaluation (IFE), an external factor evaluation (EFE), and strategic analysis (MAFE) matrixes were used to identify the internal and external business environment. A situation analysis showed that the enterprise had a weak presence in social media and in the market affecting its product advertisement, and that its employees were not qualified to deliver a better customer service. This proposal includes strategies increasing the customer satisfaction levels, promoting the enterprise easily. These strategies contain budget, person responsible, activities, and a schedule. Implementing this plan is paramount because it will allow the manager to know the factors contributing to its success.