Elaboración de un plan estratégico de comercialización para la Empresa Snack Express ubicado en la ciudad de Santo Domingo, provincia de Santo Domingo de los Tsáchilas

Abstract

This research work is aimed at creating the strategic marketing plan for Snack Express Company, located in Santo Domingo city, with the purpose of using sales tactics that lead to a profitable profitability in the business and a positioning in the target market. In this research, surveys were carried out to a proportional part of the population of Santo Domingo, these people mentioned that due to lack of time they are inclined to eat in places where snacks or fast food are prepared. The current situation of the company was also analyzed internally and externally through the SWOT, which allowed identifying opportunities, threats, strengths and weaknesses in order to analyze the economic, technological, environmental and cultural environment of the company. Four matrices are used with the components of the marketing mix, price, product, place, promotion through which the marketing strategies were defined: the prices of the products are available to all customers, the quality of the product is distinguished by its taste , the location of the business is at a strategic point in the city, the advertisement through media, such as radio, television, social networks, will be the spokesperson for the variety of products offered by the business, being this, the basis of the multiple actions taken to improve the profitability of the same. As a recommendation, for the company to overcome the local market and have the expected success, should be used the strategic marketing plan presented above.