Plan de marketing estratégico para posicionar la marca de la Empresa Inmobiliaria “Edifika S.A” de la ciudad de Riobamba

Abstract

The research work has main objective the development of Strategic Marketing Plan to improve the brand positioning of the Real Estate Company “Edifika S. A”, the same that was oriented to the analysis and evaluation of internal and external factors. Surveys were applied to the economically active population employed in the city of Riobamba where their 5 urban parishes intervened. Obtaining as a result that the real estate company does not have brand rationing in the market because it is new in the sector, in addition to this is does not have a marketing department that defines the necessary tools to contribute to the improvement of the current situation of the company against to the competition. The proposal consists in the creation of rationing strategies based on the 4P of Marketing, such as: the establishment of a brand image, competition-oriented prices, mobile and traditional advertising. Therefore, it is recommended to implement the strategies developed in a manner that continues to be a role model, subject to any changes deemed relevant, where current and potential customers have knowledge of the company and its services in order to occupy a place. In the user´s mind.