Plan de marketing estratégico para la Empresa EGGOCCP Cía. Ltda, ubicada en la ciudad de Cuenca

Abstract

The objective of this research project is to design a strategic marketing plan for the company Eggoccp Cia. Ltda., Located in Cuenca city, in order to provide a better service in everything related to architectural planning. To this purpose, surveys were conducted to a group of people who were taken as a sample in Cuenca, to determine important data necessary to plan strategies according to the needs of the company and the target market. An analysis of internal and external factors was carried out through interviews with the company´s personnel, a SWOT matrix and the analysis of the Boston Consulting Group (BCG). All these factors allowed us to determine the existing deficiencies and deficiencies in the marketing management currently handled by the company, such as the lack of professional staff in the area of marketing and sales, little diffusion of advertising, basically empirical marketing is handled by the general manager and owner of the company. The proposal contains strategies for intensive dissemination of advertising on social networks, advertising in conventional media, training for personnel in contact, promotions, which will allow the company individual and collective benefits. It is recommended that the company put into practice the strategic marketing plan proposed to achieve greater profitability and positioning.