Diseño de un plan de comercialización para la Empresa Ofaher Factory, del cantón Guano, provincia de Chimborazo

Abstract

The objective of the present work was to design a marketing plan for the company Ofaher Factory, from Guano canton, province of Chimborazo, with the purpose of providing reliable and viable business strategies for the company. The research methodology used is qualitative and quantitative, the instruments that were used are the interview to the owner of the company and surveys to the population, through it, the development of market study was allowed, and the situational analysis of the company through several matrices, which resulted in the Ofaher Factory company lacking a corporate philosophy, under positioning of its brand in the market, it does not develop distribution, advertising and commercialization strategies, however it was also possible to determine several competitive advantages such as the experience in the production of leather footwear, quality in its products and having its own craft workshop that can become great opportunities to minimize the weaknesses and thus achieve an increase in sales and positioning, applying optimal strategies through the proper design of the plan of marketing. Finally, the application of each of the strategies and their control is recommended in order to achieve the proposed objectives that lead the increase in sales and thus to the expected positioning in the company Ofaher Factory.