Plan de marketing integral para posicionar la empresa Juancho’s Grill en la ciudad de Ambato

Abstract

The purpose of this research work is to design an integral marketing plan to position JUANCHO’S GRILL company in Ambato city, it was developed based on the information obtained from the analysis and diagnosis of internal and external factors to the company; and the application of surveys to the economically active population of the city of Ambato, thus it was also resorted to surveying the JUANCHO’S GRILL company's employees, it was necessary to conduct an interview to the manager to obtain a better overview of the institution, getting as external result the approach to a specific consumer profile, and internally that there is a good working environment, employees feel satisfied with the boss's treatment and consider that the company is a good place to work, so the creation of the advertising is carried out thanks to a graphic designer, promotions are adapted to the local economy and competition, do not have a specific marketing section and what the company seeks is to organize in an orderly manner all the actions that are carried out to show a more formal and stylized image. The proposal consists of proposing strategies for positioning based on integral marketing such as user-based positioning, online and offline strategies, communication, price, promotion, product, training, the establishment of business philosophy, and biosafety. It is recommended to implement the aforementioned strategies in a pertinent manner, subject to any changes that may be made consider, which will give way for the company's business line to progress in adequate and effective customer loyalty.