Elaboración de un Modelo de Gestión de Marketing para mejorar el posicionamiento e incrementar la rentabilidad de Transporte Pesado Ricaurte e hijos Cía. Ltda., cantón Riobamba, provincia de Chimborazo para el año 2014

Abstract

This research aims at fundamental propose the elaboration of system of marketing management to improve positioning and increase the profitability of the business of transport heavy Ricaurte e Hijos Cía. Ltda. From the city of Riobamba. Initially importantly that the production unit handles a weakened corporate image which has allowed the competition to grow dramatically getting more coverage in the market. It is also important to note that the position that the company has. It is limited since no studies of market allowing to identify the level of social recognition which current has and much less to implement communications strategies that enhance institutional prestige in the city, the province and the country have been made. In order to undertake research they are required the application of methods such as the inductive that is part of the knowledge of cases and made individuals involved in the management of the company, the deductive which means that most of the conclusions you can reach that through this research are reasoning. The research instruments used include surveys, which were applied in the city of Riobamba to owners of private cars as well as also used the technique of direct observation inside the company by analyzing the behavior of both the employees and customers who acquire their mechanical services. From the diagnosis established sixteen advertising and promotional strategies for the purpose of persuading the consumer. In addition, we were suggested to implement initiatives related to public relations and sales force to effect ensure a service of quality than at the same time strengthen the corporate image of the company. It promotes a modern as affective marketing management system that it will allow the company positions in the consumer`s mind, extending your coverage market, increase its usefulness and therefore increase the social recognition and regional leadership, which not only ensure its survival but also to increase their level of competitiveness and hence its profitability and development.