Diseño de un plan de marketing para la Industria Licoreras Asociadas ILA S.A de la provincia de Tungurahua cantón Ambato, periodo 2017

Abstract

This research project aims to develop a marketing plan that allows the positioning of the ILA. S.A liquor industry of the Tungurahua province, small administrative district of Ambato, period 2017. The methods used to obtain the information were the quantitative and qualitative. Some techniques such as direct observation were used and the surveys were made to current and potential clients and to the administrative personnel of the ILA. S.A. The most important findings were the low participation of this industry in the market, the unfamiliarity with the liquor industry and with its product portfolio and finally, this industry does not have a marketing plan. The ILA S.A industry must perform positioning strategies because most clients like to receive information about the products and services this industry provides, through radio and social networks. For the application of the proposed strategies, a value of $ 57,142.50 is taken as a budget. According to the results obtained in this investigation, it can be said that the marketing plan is feasible, so its immediate application in the ILA S.A Liquor Industry of the province of Tunguarhua, is highly recommended.