Plan de comercialización para la empresa embotelladora de agua “Tentación” del cantón Colta provincia de Chimborazo para el año 2023

Abstract

This research addressed the development of a "Marketing Plan" focused on the strategies of the Marketing Mix aimed at enhancing sales for the private company "Agua Tentación" in the Colta canton. The study underscored the significance of methods and strategies to enhance the organization's marketing approach. The research delved into three pivotal aspects for its elucidation: the theoretical framework, the situational diagnosis of the company, and the propositional framework. The theoretical foundation included the fundamental marketing concepts, encompassing distribution and sales strategies as the core processes. Moreover, using External and Internal Factor Evaluation by developing a SWOT matrix was considered a strategic direction for decision-making. The situational analysis of the company unveiled an empirical approach to marketing, the scarcity of training, strategic guidelines, and the commercial plan. These deficiencies hindered capitalizing the company's strengths and opportunities, impeding the brand's positioning in new markets. In the propositional framework, the strategies of the Marketing Mix were defined as the basis for enhancement and sales increase by addressing the Product, Price, Place, and Promotion as the conduits for customer-company interaction and communication through digital, technological, and innovative systems, will bolster market growth