Diseño de un plan de marketing para la cooperativa de transportes y turismo “Baños”, cantón Baños de Agua Santa, provincia de Tungurahua

Abstract

This research entitled “Design of a marketing plan for the Cooperative of Transport and Tourism Baños", in Baños de Agua Santa Canton, province of Tungurahua, it was intended to provide a marketing tool to this organization. The methodology used was based on the information study through surveys applied to all users of this service, in addition an interview technique applied to the manager of the institution, facilitating the elaboration of the FODA matrix where the current situation of the Transport Cooperative Baños was identified. The need for an action plan was identified to help improve user engagement and differentiation with competition based on personalized and quality user service. The proposal was based on creating marketing strategies focused on engendering user confidence by responding to the current problem generated with the country's pandemic and economic crisis, this plan will include the 5PS that are product, price, place, promotion and person with a budget of $53,772 for implementation at the national level. It is recommended that the organization take the present marketing plan as a tool to be able to enter the current market again after the period of recession that has been had by the health emergency because it is an alternative that allows to generate security confidence and satisfaction in users thus increasing their chances of handling the crisis and generating profitability.