Diseño de un plan de marketing para la Asociación de Producción Industrial Licán ASOPROIL en la ciudad de Riobamba

Abstract

In the present research project, a marketing plan was designed for Lican Asoproil Industrial Production Association in Riobamba, which objective is to position the company in the market of this city. This research methodology is based on the conduct of interviews applied to the executive director and partners of the association, surveys directed to Riobamba population, and the FODA matrix elaboration, competitive profile matrix (MPC), evaluation matrix of inner factor evaluation (MEFE) evaluation matrix of external factors and MRG matrix that allowed knowing the situation of the association. It was determined that marketing tools are required to improve their environment as an entity in front of the market, the enterprise administrative staff has no knowledge in all the administrative and marketing areas, besides the brand and the type of product is little known in the market. The proposal is based on the creation of strategies with emphasis on the marketing mix, product, price, place and promotion that allow Asoproil positioning. It is recommended the total implementation of the projected plan that allows not only the reduction of deficiencies, but also with the correct way of making decisions for getting the objectives achievements.