Diseño de un Plan Estratégico de Marketing para la Empresa Belveth Club de la ciudad de Riobamba, provincia de Chimborazo, período 2017

Abstract

The present work "Design of a strategic marketing plan for the company Belveth Club of the city of Riobamba, province of Chimborazo, period 2017" proposes communication strategies that contribute to the positioning of the brand. It was based on a previous diagnosis of the processes developed in the company through a SWOT matrix, with an internal and external analysis of the factors that influence its current situation. The qualitative-quantitative method was used to detail the characteristics of the communication of the products and services offered by the company through the application of a survey to actual and potential customers, resulting in the company not having made a strategic plan that helps to brand positioning; people are interested in the company to know their services and events through social networks and web page, since the interaction is direct: client-company, it is also mentioned that the factors that most influence to choose an entertainment link is the service it offers. Finally, the internal and external components were weighted, to establish their degree of relationship and the communication strategies that, when applied, will contribute to the positioning of the club. It is recommended to implement this proposal.