Plan de marketing para mejorar el posicionamiento de la empresa Expovallas en la ciudad de Riobamba

Abstract

In the present investigation Marketing Plan was elaborated to improve the positioning of the Expovallas Company in Riobamba city. For the investigation a questionnaire was applied to a sample of 383 between internal and extemal clients, in addition to the diagnosis of the SWOT matrix was developed, the results indicate that the company does not have marketing planning, there are no adequate strategies lo promote The positioning of the company against its competitors, communication techniques and processes are not applied according to the needs of the company to have a better social recognition, among them we have: digital marketing and social networks, the implementation of a business website, advertising campaigns in traditional and alternative media, in addition to the presence of direct and indirect publicity in fairs and mass concurrence events to communicate promotions and sales by season. The implementation of this marketing plan means to establish better communication channels to customers