Plan de marketing estratégico para Asociación de Servicios de Alimentación Karanakuy Sumak Mikuykuna, Aso Karakuna de la ciudad de Riobamba provincia de Chimborazo

Abstract

The present study aims to develop a strategic marketing plan for Karanakuy Sumak Mikuykuna Services Association located in Riobamba city in order to position the brand in the market by applying strategies based on the information obtained from the theoretical framework and the personal experience of the investigator. To obtain relevant information about the positioning of Aso Karakuna brand in Riobamba, a market study was developed through the application of surveys applied to local institutions called Centros Infantiles del Buen Vivir, where Aso Karakuna provides its service and also surveys applied to the population of Riobamba city. It also included the current analysis of the association through the use of the SWOT matrix in order to know internal and external factors that affect the institution. These study parameters are based on a exploratory and descriptive research, which used deductive, qualitative and quantitative methods which bring methodological significance to the study. In addition, it was evident that the association lacks of a plan within the marketing area. For this reason, the image/brand of the company is not correctly positioned in the local market which has significantly affected the association due to the low percentage of goals compliance. Subsequently, advertising, loyalty, brand positioning and empowerment strategies among others were proposed , providing a total budget for investment of USD 2085.00. It is advisable to apply the proposed strategies such as a permanent advertising program and market studies that reveal the tendency of the market, thus allowing the association to make timely decisions to innovate or make changes that the strategic marketing plan requires