Plan de marketing integral para posicionar la sociedad ferretera Lopsil en la ciudad de Ambato

Abstract

Currently, the company Ferretera Lopsil, located in the city of Ambato, does not have a comprehensive marketing plan that contributes to the positioning of the hardware store in that locality. Therefore, the objective of this research was to design a comprehensive marketing plan through an exhaustive analysis of the organization and the target market, in order to adequately position the Lopsil hardware store in Ambato. For the development of the research, a methodology comprising a non-experimental design was adopted, using deductive and inductive, qualitative and quantitative methods. The field research was carried out in the city of Ambato, surveying a population of 384 people through a questionnaire composed of 35 questions. Through the methodology, it was determined that the level of positioning of Lopsil hardware store was approximately 65%, which corresponds as a reference point for the design of various positioning strategies. Therefore, it is concluded that the implementation of a comprehensive marketing plan will allow the expansion of market share in the locality, as well as increase the recognition of the hardware store in the Ambateño market. This will translate into higher profits in the future, preventing, at the same time, a disadvantage against the competition.