Plan de marketing integral para el centro comercial “GAS PLAZA” en la ciudad de Riobamba, provincia de Chimborazo.

Abstract

The present research work aims to improve the profitability of the GAS Plaza Shopping Center in the city of Riobamba, through the design of a Comprehensive Marketing Plan. For the research it was necessary to carry out a diagnosis based on the application of surveys aimed at users and interviews with the manager and head of marketing, as well as a correlational analysis of the study variables. It was shown in the results obtained that the absence of a marketing plan reduces profitability levels since the visit frequency index is 58% due to the fact that it is not recognized in the market and the advertising approach is poorly oriented. In the same way, 56% indicate that what encourages their purchase is the holding of events, in addition Gas Plaza is a new shopping center in the Riobambeño market, so it does not currently maintain comprehensive marketing management processes. The aforementioned helped to define the processes and strategies of the marketing plan, as well as the main tools to improve the identification of the brand, and the generation of profitability through the sale of the products and services that are offered to customers. It is recommended that the implementation of this proposal is necessary to improve the profitability of the GAS Plaza Shopping Center.