Posicionamiento de la empresa L&M Seguridad Privada Compañía Limitada de la ciudad de Riobamba, provincia de Chimborazo. Plan de marketing estratégico.

Abstract

The aim of this inquiry was to measure the current position of the company “L&M Seguridad Privada Compañía Limitada”. It is in Riobamba, Chimborazo province. To know the current situation of the microenvironment and macroenvironment surveys were applied to the 21 current clients who mentioned that 52% of people were very satisfied, while 43% responded that they were satisfied and 5% felt just ok with the service received. Some other potential clients could mention that 55% of them did not know the L&M company, while 45% claimed that they know the company. On the other hand, 52% responded that the colors do not go with the company's image, while 48% thought the colors are fine. An interview was applied to the company’s representative, who stated that there is no actual communication plan available. In addition, a SWOT analysis was developed, which allowed considering parameters of great importance such as: the increase in crime, the lack of investment in advertising, the lack of a good corporate image, the infrastructure that is available; with which the creation of a marketing plan and strategies are proposed taking as a reference the use of social networks. It is concluded that the company has a wide range of commercial areas to offer the service with the purpose of attracting new customers and retaining current ones. It is recommended that the directors of the institution use direct and indirect promotion strategies of high aesthetic impact and adequate virtual presentation with graphic content of the highest quality, as well as their audiovisual advertising on social networks.