Diseño de estrategias de marketing ATL y OTL para posicionar la Empresa Comercial Encalada del cantón Cañar

Abstract

This research project aims to expose the design of marketing strategies ATL and OTL to position Comercial Encalada company of Cañar Canton. The purpose of this research is to provide a solution to the existing problems with the company, which is the lack of knowledge on the part of the public about the services and work currently offered by the company. The methodology used to carry out this work is base on the implementation of surveys that were applied to a representative group of the company's target market, and an internal analysis was also carried out through the development of the SWOT matrix that allowed know the current situation of the company. It was determined that it is necesary to implement new strategies that help to create a better business scenario. In addition, there is a weak position in the internal composition of the company since we can see many more weaknesses than strengths, so we have: a low positioning, limited or scarce communication, and a notorious lack of presence in networks and digital environments. The proposal presents ATL and OTL strategies that promote growth in internal and external communication, which are considered fundamental axes in any company (institutional advertising, direct marketing, public relations, among others) thus spreading a strong image that allows to open the market and achieve the proposed objective: position the company.