Plan de Marketing Estratégico para posicionar la imagen corporativa del Pasaje Comercial Daza Mendoza del cantón La Concordia, 2017.

Abstract

The objective of this paper is to Design a Strategic Marketing Plan to enhance the positioning of the corporate image of the Daza Mendoza Business Passage, an organization made up of 147 small merchants associated with 3 different organizations. The research approach is qualitative and quantitative, supported by field, descriptive and documentary research. The data collection instruments used were the interview, surveys and observation. For the tabulation the SPSS software was used, it was obtained that 48% of the respondents know the Daza Mendoza Commercial Passage, and of these, only half recommend visiting it. With regard to marketing, they have not taken any action, which together with other weaknesses, are the reasons for the weak positioning of the corporate image. With strategic criteria, marketing mix and corporate identity actions were developed, whose objective is to position the image of Daza Mendoza both in the internal clients and in the population of La Concordia. It is concluded that the offer must be adjusted to the profile of the consumer, which among its psychographic characteristics stands out, the preference for products with low prices. It is necessary to educate the client in the cost-benefit relation. The proposed actions are accompanied by a budget and control indicators to measure the achievement of the same Daza Mendoza.