Plan estratégico de marketing para posicionar el mercado municipal del cantón Quinindé

Abstract

The present curricular integration work led to the design of a strategic marketing plan that provides solutions in the economic reactivation of the municipal market of the Quinindé canton, which will allow contributing to improve the positioning of the municipal market in the population of Quinindé, it should be noted that a methodology with a mixed approach, a descriptive level, of a non-experimental nature, in a transversal way and with a deductive method, by means of an instrument information was collected in a quantitative and qualitative way, under collection instruments that were submitted to Cronbach's Alpha with a result of 0.91, in addition, the survey and interview guide were validated by two experts giving a rating of 26/30, it was applied to a sample of 382 people digitally, where the result is that 64.30% of the population belongs to the PEA, in addition 89% consider that the municipal market has a bad image to the public and 83% feel unsatisfied was made to buy in the market, where it is concluded that the lack of implementation of marketing strategies in the municipal market generates an environment of un attractiveness, through the marketing plan it was proposed to develop strategies that will improve the positioning of the market and as a recommendation It is suggested to apply marketing strategies which will allow a return of demand to the municipal market and greater virilization of the market in the media.