Plan de comercialización para mejorar el posicionamiento de los productos de la Fábrica de Muebles León en el cantón Sucúa, provincia Morona Santiago

Abstract

This research project id a marketing plan for the furniture Factory "León" which produces and commercializes wooden furniture, and aims to make corrective decisions in the marketing system of the factory. For the investigation, the data collect was carried out by means of a survey directed to a target segment of the canton Sucua. Through an external and internal analysis, the main shortcomings existing in the commercialization of their products were determined; such us: lack of new sales strategies, deficient strategic planning and empirical management. The proposal is based on the design of a logo, release an annual furniture fair, design and create a product catalog and a Fan Page on the Facebook as new marketing channel. The strategies proposed in this work are mainly aimed at positioning the factory and its products in the mind of consumers, and it seeks to be recognized in the market by reflecting an image of quality and comfort. Finally, it is recommended the application of the marketing plan due to the factory has the necessary capacity to implement the proposed strategies.