Plan de marketing para el posicionamiento de la Empresa EM Electronics de la ciudad de Ambato

Abstract

The development of this Marketing Plan was aimed at improving the positioning of the company EM Electronics, in the city of Ambato, through the application of strategies based on the marketing mix (4P). To obtain a direction on market needs and requirements, a study was developed using surveys directed to the company's customers, as well as a staff questionnaire to measure the degree of interest in improvement activities and knowledge, and an interview conducted with the general manager of the company; this information was of paramount importance as it set the tone for developing those strategies according to the needs of the market. The analysis of the situation of the company was carried out with the use of the SWOT to know the internal and external factors that influence it. Knowing the situational condition about the level of positioning of the company, we observed the shortcomings in current marketing management, such as the absence of a marketing plan, the lack of budgets assigned to advertise and promote the brand, reiterating the lack of knowledge and an empirical level of marketing. In this situation, it was proposed to use a communication mechanism with the use of the digital medium, marking the importance in the corporate and business image, which must be reflected in market preferences; for this reason and based on the information collected during the research it is recommended to launch the Marketing Plan by the management of the company, since changes must be assigned to each of the areas to meet the objectives set out in the elaboration of the plan.