Diseño de estrategias de un Plan de Marketing de la Empresa Hold Fast, en la ciudad de Ambato, en el periodo 2017

Abstract

The design of strategies of a marketing plan of the company Hold Fats in the city of Ambato, in the period 2017 which seeks to grant a differentiating value that allows the company to be recognized and successful by both the brand, and the products it offers. Initially to fulfill this objective, a field work was carried out through direct observation, in the same way the market study was developed through internal surveys, that is to say to the employees as external to customers, consumers and other people. It was discovered that the company has some flaws and one of the most relevant is the lack of innovate strategies that make it not positioned in the market and is not in the minds of consumers and on the other hand not go on a higher level the competition. According to the flaws found the proposal mentioned above is carried out by means of the development of optimal and effective strategies, of publicity, promotion, communication, prices and especially of loyalty, it will achieve the recognition, positioning of the brand and its products enhancing the quality factor that is its differentiating element. The constant training of human talent is recommended as it is of great importance to fulfil the objective raised to ensure sustainable and commercial growth in the short, medium and long term.