Plan de marketing para el posicionamiento de la empresa Urbec constructora inmobiliaria en la cuidad de Riobamba

Abstract

The purpose of this Marketing Plan was to improve the positioning of the company URBEC Constructora Inmobiliaria, in Riobamba city, through the application of strategies based on the marketing mix. In order to obtain a direction on the needs and requirements of the market, a study was carried out through the application of surveys addressed to the company's customers and future customers, as well as a questionnaire to the personnel to measure the degree of interest in the improvement and knowledge activities, and an interview with the company's general manager; this information was of highest importance because it set the guidelines to propose strategies in accordance with the market needs. An analysis of the company's situation was carried out using SWOT to determine the internal and external factors that influence the company. Once, the situational condition about the company's positioning level was known, it was observed the existing shortcomings in the current marketing management, such as the non-existence of a marketing plan, the lack of knowledge and an empirical level of marketing. Given this situation, it was proposed to use a communication mechanism with the use of digital media, marking the importance in the corporate and business image, which should be reflected in the market preferences; for this reason and based on the information gathered during the research, it is recommended the implementation of the Marketing Plan by the management of the company, as changes must be assigned to each of the areas to meet the objectives set out in the development of the plan.