Diseño de un plan de marketing para la Empresa Comercial Verónica – baby club, de la ciudad de Riobamba, en el período 2016 – 2017

Abstract

The present investigation is a proposal of a Marketing Plan to improve the positioning of the enterprise ―Comercial Verónica – Baby Club‖ of the city of Riobamba, Province of Chimborazo, whose activity is to commercialize articles for toddlers and children from 0 to 14 years, with the aim to provide competitive tools that help to the organizational growth and in consequence, to increase its profitability level within the local market. The investigation is based by using the Matrix RMG whose acronym in Spanish is <Rafael Muñiz Gonzalez>, Observation sheet, the SWOT Matrix and a marketing study lead to the inhabitants of the urban parish, and as a result was found the low positioning of the enterprise for not making an adequate spreading of the products, which are offered, as well as the media, through which the potential customers would wish to know about the products to take into account this to create the marketing plan. The proposal was designed by means of the supporting of innovative, exclusive and promotional strategies, on this way to attract a higher number of customers. The implementing of this proposal of the Marketing Plan in ―Comercial Verónica – Baby Club‖ will allow to improve the position and profitability within the market, through the offering of high quality products with the best brands and market price.