Plan integral de marketing para el almacén “Lubrirepuesto Bonilla” del cantón Caluma provincia de Bolívar.

Abstract

The objetive of this research work was desing a marketing plan that allows improving the positioning of business dedicated to the sale of godos and services of automotive parts for cars. Through a qualitative analysis, the main strengths, weaknesses, opportunities, and threats were determined, which allowed establishing the baseline on wich to desing strategies focused on improving the positioning of this business in the local and national market. Through a square CHI statistical analysis it was evidenced that there is a relationship between marketing strategies and positioning: In addiction, a series of matrices and strategic marketing tools were used to select the best strategies for the Company. It is concluded that the Comprehensive Marketing Plan allows us to specify in wich way each of the proposed strategies will be implemented using the variables of the Marketing Mix: Market, Price, Promotion, and Product so it is recommended to follow steps for an adequate implementation of this Integral plan of marketing.