Diseño de un plan estratégico de marketing para Cami Ingeniería de Procesos, de la ciudad de Riobamba, período 2017

Abstract

This research work is focussing on Design Strategy Marketing Plan to Cami Process Engineering whose objective is in the first instance is to have a holistic overview of the situation of this Pyme and proposing sustainable solutions. Based on qualitative - quantity research and assemble with interviews, surveys to the real an internal customers and scaffold assessment FODA as well as Internal and External Factors, it determined that the corporative image is deteriorating, and the lack of organizational structure is on all levels, this shows a minimal participation in market, sales reduction, and large stocklists without rotation generating lack of cash flow and profits making an uncertainty about keeping the family business or a definitely closed. The present propose has Institutional Strategies for improving Corporative Image, Security, and Identity Corporative, Growth Strategies, Defense, Retirement, Settlement and Advertisement. Those strategies contain the budget requirements, deadlines, activities, and schedule to control and monitoring. Due to the above, it is needed to be mentioned that there are management and partners wiling to implement these improvements, this allows Cami Process Engineering achieve the objectives and boosting the local economy.