Plan de marketing estratégico para el posicionamiento de la empresa comercial Don Dany en la Ciudad de Riobamba

Abstract

The company "Comercial Don Dany" has an important trajectory in the local market, after 4 decades of activity it presented a series of changes in its marketing mix, taking into account the situational framework that has arisen over the years. Its current position in the market is in a deadlock that, despite having a long trajectory in the market, has stagnated and fails to evolve mainly for not adapting to the new technological and commercial characteristics of the digital environment. In this sense, the present research work was aimed at developing a strategic marketing plan for the positioning of "Comercial Don Dany", the methodology applied was with a descriptive approach, a non-experimental design of transversal type was used, which favored a data collection, due to its descriptive nature and the time frame set for its development. In addition, it was necessary a documentary research to support the research and field research to obtain information through the use of methods, techniques and instruments, the population under study were the employees of the company and 243 people in the city of Riobamba, the survey was applied to the population of Riobamba and the interview to the manager of the company. With this methodology it was determined that 70% of the population does not identify "Comercial Don Dany" as a brand, 52% of people make purchases through the web and 99% of people use social networks Facebook, Instagram, WhatsApp, which represents a great opportunity for the company. In this context it is concluded that the company is not positioned in the market so it is necessary to take advantage of the opportunities identified in the research to raise strategies and achieve the desired position.