Plan de marketing para la Empresa TOTALHOME de la ciudad de Riobamba

Abstract

This degree work is a marketing plan for the company TOTALHOME in Riobamba city. It aims to achieve the loyalty of internal and external customers to improve the corporate identity of the company. The information obtained through internal surveys to the company`s collaborators and external surveys applied to the passers-by of the Lizarzaburu parish. The main results found were external, where many people did not know where the parent company and its branches are located, also, the lack of communication throuh the different means of inormation does not allow the company to know its corperate image to society; internally, employees are not satisfied wiht the wok environment due to the absence of absence of profesional ethics is a fundamental factor that employees and senior managers of the companny lack. The development of the marketing plan is base don the SWOT matrix that provided the necessary information for this growth, taking into account the opportunities and strengths that can be employed with each of the strategies proposed such as: sensory marketing strategies, portfolio strategies (applying the Mckinsey mattrix), princing strategies, advertising and promotion strategies, and training strategies, which requires a budget of $ 5,995.00 value backed by the unit cost per strategy to be executed. The application of the proposed marketing plan is recommended to improve the corporate image and positioning of the company, this will give way to its business growth.