Plan de marketing para mejorar el posicionamiento de la Asociación de limpieza 21 de Abril en la ciudad de Riobamba, provincia de Chimborazo

Abstract

The next research project Marketing plan for the cleaning association April 21, in the city of Riobamba, province of Chimborazo, aims to position the brand in the Riobamba market. The methodology was based on the application of surveys to people in the city, strategic planning tools that determined the current situation of the company, such as macro and micro environment analysis, SWOT matrix and competitive profile matrix (MPC) were also applied. . Through the market study it was determined that the company occupies a lower place, below the 10% recognition in the market, which means that it requires marketing tools, which contribute to improving its current situation as a company compared to the market. The proposal is based on the creation of positioning strategies, based on market research and emphasizing advertising and promotion, such as mobile and traditional advertising. It is recommended that the ASSOCIATION OF CLEANING 21 APRIL, publicize its portfolio of services so that current and potential customers have knowledge of the company and its services in order to occupy a place in the mind of the user achieving market positioning through advertising.