Diseño de un plan de marketing para elevar la cuota de mercado en la Empresa Gamadiesel S.C.C. de la provincia de Santo Domingo de los Tsáchilas, cantón Santo Domingo de los Colorados, período 2017

Abstract

The design of a marketing plan to increase the market share of Gamadiesel, a company belonging to Santo Domingo de los Colorados of the Tsáchila province, is a research whose main purpose is to provide reliable and viable marketing strategies to the company. The research methodology is qualitative and quantitative; also, an interview to the administrative manager was conducted as well as surveys to the vehicle owners. This process enabled to develop the market study, and situational analysis of the company by several matrices. The findings showed both, advantages and disadvantages. Some disadvantages were found in Gamadiesel such as; lack of a corporate philosophy, an advertising system, and, lack of marketing strategies. On the other hand, several competitive advantages like; experience, business development, and quality in its service, which turn into great opportunities to reduce weaknesses, and thus increasing its market share and positioning by applying strategies through the marketing mix, and the appropriate design of the marketing plan. Finally, the application of each of the strategies and their control is recommended to accomplish with the proposed objectives leading to the increase of the market share as well as the growth expected at Gamadiesel Company.