Plan de marketing para la Empresa Almacenes León de la ciudad de Riobamba

Abstract

The present investigation proposes the design of a marketing plan to improve the corporate image of “Almacenes León” from Riobamba city, through the application of strategies directed to the components of the marketing mix. Therefore, for the investigation the survey directed to real clients is used with a direct sample of 300 people from the urban and rural sector. An interview was also conducted with the owner manager. In addition, the respective analysis of the current situation was carried out through the completion of the SWOT matrix to know the strengths it has, opportunities that must be taken advantage of, weaknesses that must be addressed and threats to be faced. Consequently, in the market study, the following results were obtained: 52% of real customers are from the rural sector, it was also found that 62% of the clients mentioned that the Company does not have advertising strategies to make itself known in the market, on the other hand 45% of customers mention that they would like to receive information through social networks, while, in the interview with the manager, he stated that he does not have a marketing plan, The Marketing plan Proposal contains 9 strategies and 25 tactics from the marketing mix components with an assigned Budget of $1.815 dollars. It is concluded that the proposed Marketing Plan will improve the corporate image of the Company. It is recommended to apply the strategies proposed for the improvement of the corporate image of “Almacenes León”.