Plan de marketing para la Compañía SUPERALVAREZ Cía. Ltda. de la ciudad de Riobamba, provincia de Chimborazo

Abstract

The degree work set out below consists of the implementation of a marketing plan to increase the level of sales of the company Superalvarez Cia Ltda, so that that entity can be identified in the local market and then expand nationally and thereby achieve a stable share within the automotive market. The research was carried out through a field study with a population of 35376 vehicles registered in Riobamba City in 2018, thus calculated giving a total of 320 surveys aimed at vehicle owners, an interview was also developed to the company manager through the RMG Matrix tool which allows to know in which strategic level the companies are, in addition an observation sheet applied to the main competitors of the company was used. All this study resulted in knowing several of the tastes and preferences of the consumer when purchasing products for the vehicle; Within the interview it was possible to show that the strategic level presented by the company is a ravine level, in conjunction with the observation sheets it was identified that the said entity has Montero Car`s as a high competitor; In this way it was possible to embody strategies that help improve the marketing mix such as: increase sales, position in the market, attract real and potential customers, among others. The company is recommended to execute this marketing plan in order to obtain positive results such as increased sales, better profitability and to be competitive in the market.