Plan de marketing para la Empresa FABRITEXTILES en la ciudad de Riobamba, provincia de Chimborazo

Abstract

The present research project Marketing Plan for the company Fabritextiles in the city of Riobamba, province of Chimborazo, has as purpose to improve the positioning of the brand in the market through the application of the strategies addressed to the 4P of marketing mix. For the investigation, surveys were used that were applied to potential clients with a direct sample of 384 people to be surveyed, which was taken from the Economically Active Population (PEA) of the of Riobamba, which is 258,597 people; and an interview with the owner manager. In addition, the current analysis of the company was carried out through the creation of a FODA Matrix and competitive profile matrices to know where the organization is located against its competitors. As main results obtained in the field research found that 64% of the population does recognize the brand of Fabritextiles, it was also found that 75% do not know the products offered by the company, 79% do not know the location of the entity. The proposed proposal has 4 strategies and 18 techniques focused on the marketing mix (4P), the budget is $580.It is concluded that the proposed Marketing Plan with strategies will improve the positioning of the corporate image of the company Fabritextiles, it is recommended to apply the strategies of the marketing plan.