Plan de comercialización para la Microempresa Kisachic Snack Artesanal, de la ciudad de Riobamba

Abstract

The present research work. Marketing plan for the micro-enterprise Kisachic Snack Artisan of Riobamba city aims to contribute to the growth of the market share, through the application of strategies, which will result in increased sales, also, the positioning of the products. For the analysis of the company, a methodology with a qualitative approach based on the characteristics of the microenterprise and quantitative was used, referring to the results obtained in the fieldwork, which was carried out through surveys applied to people and clients in strategic points of the locality, as well as, It is worth mentioning that the owner-manager was interviewed. Through the study, shortcomings were identified, which directly affect the development of the organization, such as the scarce application of strategies, which cause the lack of recognition by customers, therefore, this is reflected in sales, which generates ignorance about the products and their benefits. The proposal presents product strategies, advertising, promotion and communication strategies that are innovative, according to current needs, which optimize the greatest amount of resources, to attract more customers. The microenterprise situation makes the marketing plan a fundamental tool for its positioning. The implementation of this titling work is recommended, to create value in the products, since it will help achieve the proposed objectives.