Diseño de un plan de marketing estratégico para el posicionamiento de Almacenes Totalhome en la ciudad de Riobamba, provincia de Chimborazo

Abstract

This research has the aim to design a strategic marketing plan for Almacenes TotalHme positioning, in the city of Riobamba, with the objective to provide some marketing strategies allowing to increase the cost effectiveness of the company. The method involved surveys applied to the customers and employees also an interview to the owner of the enterprise, then the SWOT matrix was elaborated to know the current situation of the company. The results revealed that it is necessary the development and implementation of strategies which help to generate positioning in current and future clients´ mind, due to the management information through advertising in different media are low, in addition was known a reasonable state of communication between workers and enterprise. The proposal was based on creating strategies which fully answer to the current customers´ needs, conducted towards the reach of a right positioning in the market and the increasing of profit in the business, through different techniques like the use of mass and alternative media, marketing online, additionally was included a training about the importance of human resources for every one of the company workers for a better job atmosphere. To sum up TotalHome Warehouse has had a great acceptance, because it is placed in the downtown also the quality and price of the products and the client service based on the experience. It is suggested the immediate application of the proposed strategies to reach an effective positioning.