Análisis del proceso de decisión de compra de los productos automotrices de la ciudad de Riobamba y propuesta de un Modelo de Gestión de Marketing para la Empresa ASIAUTO S.A. (KIA) Riobamba 2014

Abstract

This research: Analysis of the purchase decision process of automotive products in Riobamba City and proposal of management marking model for the company Asiauto S.A. (Kia) 2014, in order to establish competitive tools that enhance business growth. With market research it was determined that the company Asiauto S.A (Kia) has a low position in the local market, required to present im a better way the products and services offered, improving customer care service, as there is the possibility of increase their sales increase market share significantly taking into consideration the Local fleet demand. Direct competition for the company was determined and the media through which popential customers would wish to lear about the different products and services taking strategies are also referred to in the proposal. The proposed communication, indentify the use of alternative massive media and facilitating the positioning and therefore the profitability of the company Asiauto S.A (Kia). 76 It also has a media plan and a realistic budget and annual work plan for the implementation of a marketing mangement model. Finally, the company recommends Asiauto S.A (Kia) Riobamba, the implementation of the proposal and to allow higher levels of competitiveness and enhance the prestige brand achieved by the company over time.