Plan de marketing para el lanzamiento y promoción del producto “Hamoral” de la microempresa comercializadora de repuestos y lubricantes automotrices “Speed” en la ciudad de Riobamba, año 2021

Abstract

The objective of this research work was to elaborate a marketing plan for the launching and promotion of the product HAMORAL of the micro-company SPEED in the city of Riobamba, where an exhaustive analysis of the factors and variables that make up the object of research was carried out, a qualitative and quantitative approach was used, a descriptive and exploratory level of research that helped to know in depth the real situations that the organization is going through, also used techniques and research tools that helped to formulate a survey directed to the population of the canton, where a sample of 384 people was taken. As a result, a significant part of the population has a particular preference for the organization's cleaning products; however, 63% stated that they use cleaning products of other brands, which is alarming and at the same time does not allow them to achieve the desired sales. An internal and external analysis was also carried out, where it was determined that the company needs to work harder to counteract its weaknesses and threats. Due to this, it was proposed to define strategies aimed at increasing sales, among which we can highlight strategies focused on the customer, positioning, communication, and differentiation. It is recommended to implement the plan and carry out their respective control to help meet the proposed objectives.