Diseño de estrategias de comercialización para el Sindicato de Choferes Profesionales “4 de Octubre” del cantón Penipe, provincia de Chimborazo

Abstract

The objective of the present degree work is the design of marketing strategies for the Professional Drivers Syndicate "4 de Octubre" of Penipe canton, Chimborazo province, in order to analyze and improve administrative processes through strategies that contribute to the organization. The methodology used was quantitative and qualitative research, using the technique of the survey of the economically active population of Penipe canton and the canton Riobamba, after these instruments the SWOT analysis and the analysis of the IFEM and EFEM matrix with their weighing were performed. to focus on the strategies. . As a result, there was a decrease in market share, low income and lack of institutional publicity. Competitive advantages were also identified, such as experience in the service, perception of the place and adequate infrastructure. After this, it was proceeded to design the price, promotion, product and market strategies with the proposal of discount to institutions, institutional advertising, Wi-Fi zone service, service innovation. Finally, it is recommended that the institution take the prompt execution of the strategies that will allow it to be part of the tourism in the Penipe canton, incorporating new processes that allow a corporate identity, this being the way to prevail over time in a productive and competitive way.