Plan de marketing para la empresa “Técnicentro Galápagos” de la ciudad de Azogues.

Abstract

The aim of this work was to design a marketing plan to improve the positioning of Técnicentro Galapagos Enterprise in the city of Azogues. To achieve the objective, the research was divided in five chapters. Chapter 1 comprised the problem statement, justification, and objectives. Chapter 2 provided literature review to support the study. It started analyzing previous research and theories related to positioning, marketing, and advertising effectiveness. Chapter 3 continued with the research methodology explaining the qualitative and quantitative research. This was a descriptive research, and analytical, deductive and inductive methods were applied. The population, which is the workforce of Azogues canton, was also determined in this chapter. A sample of 353 people was studied. Chapter 4 continued with the general description of the enterprise, the diagnosis of its current situation, and the analysis of the results obtained with a survey. Finally, we posed actions to improve the positioning of this enterprise.