Diseño de un plan de marketing estratégico orientado a mejorar la imagen de los mercados populares de la ciudad de Riobamba

Abstract

The following degree's Project consists of an ongoing strategical marketing plan design in order to improve the public image of Riobamba's markets. Whose markets are specialized in first-need products trading. The research was conducted through a field study by means of economically active population surveys (EAP), via the matrix RMG, interviews were carried out to the managemeent staff of these entities together with the observation charts developed by the researchers. It was determined through the data gathered in the investigation that markets are in need of an image change and cooperative identify, as well as including a marketing profesional that reinforce the administration. It was taken as primary example reference, the San Francisco market to work in the strategies designing and competitive advantages that will potentiate the service quality and environment, within the mercantile and administrative area in the face of competition. It is strongly recommended to the local Parrish government of Riobamba to solve the shortcomings that markets have, based on research and projects, to boost the economic and productive development of Riobamba city.