Plan de marketing para la Textilera “Ciflo Textiles”, ubicado en la provincia de Chimborazo

Abstract

This degree work aims to design a marketing plan for the textile company "CI-FLO TEXTILES," located in Chimborazo province, to obtain the positioning of the company in the market. Surveys were applied to the Economically Active Population (PEA) and an interview with the owner of the company. Through these instruments it was possible to make the respective situational diagnosis by determining the Photralezas, Opportunities, Weaknesses, and Threats using a SWOT matrix, in the same way, we proceeded to the elaboration of a competitive profile matrix from which several elements were extracted. They allowed the formulation of strategies that will be reflected in the marketing plan. In the proposal, procedures have been established for the 'product, price, place and promotion; for the latter, the importance of the use of mass media and alternative media has been defined, which is why it is proposed to generate publicity through the written press, radio, and social networks; business cards and billboards. As for the promotion hats and T-shirts will be designed, which were delivered on previously defined dates. It is therefore recommended that the company implements the marketing plan emphasizing that it is subject to changes according to the perspective of the managers