Plan de marketing estratégico para la Empresa DICOSAVI, en la ciudad de Riobamba, provincia de Chimborazo, período 2017

Abstract

The present research Strategic Marketing Plan for Dicosavi company, in Riobamba, Chimborazo province, period 2017, which purpose is to detect the failures that the company has in the riobambeño market ton make the respective decisions for its growth. A SWOT analysis was performed, to determine the current situation of the company. A survey was applied to the population of Riobamba, to determine how customers feel at the time of visiting Dicosavi, an interview was also made to the person in charge of the company. The respective research findings were identified: People living outside downtown don´t know the company because there is no constant advertising. There is a great demand for supermarkets that offer the same products and services Different matrixes were applied to determine the strategies to be designed for Dicosavi, each of the strategies proposed that the company must have a goal, goal activities to be performed, responsible, budget and a periodicity of time. In conclusion, through the implementation of the proposed strategic marketing plan, Dicosavi will obtain a greater participation in the Riobamba market.