Plan de comercialización para mejorar el posicionamiento de la microempresa “Pollo al Barro”, ubicada en la parroquia Iñaquito, cantón Quito, provincia de Pichincha

Abstract

The present study entitled as a Marketing Plan to improve the positioning of the microenterprise "Pollo al Barro", aims to improve its positioning based on promotional and communication strategies that will allow to increase sales levels, in a parish called Iñaquito. To do this, a market study was developed through surveys of potential customers with a representative sample obtained from the parish, giving as a relevant result that the microenterprise is not effectively positioned; to determine the current situation of the company, an interview with the owner manager was conducted and an analysis SWOT, this made it possible to identify structural and operational shortcomings and failures. 46% of the consumers indicate that they like to know about the product through the digital media, which is the basis for the development of the marketing plan, which presents strategies applied to the internal improvement of the company, but above all towards the client, with the use of the mass media, the application of matrices of analysis of the competitive profile, the improvement of sales and its positioning with its product called POLLO AL BARRO. It is extremely important to participate in business presentations with the product being offered, which is healthy, wholesome and that includes traditional forms of preparation, values that will boost the product nationally and internationally. It is recommended to apply marketing strategies in the day-to-day practice and the projection of this smallcap company, as this will allow a real positioning and improvement of their income.