Plan de marketing para la microempresa “Artes Yoli” de la ciudad de Riobamba provincia de Chimborazo

Abstract

The main objective of this research was to position the micro-company "Artes Yoli" in the market. For this purpose, a marketing plan was designed to obtain information about tastes and preferences that influence the positioning of a brand in the minds of consumers. We used a survey applied to an economically active population (EAP) in the city of Riobamba that was calculated at 63471 people applying the projection formula for the year 2019, when applying the sample formula we obtained 382 people as the total sample size, as a method to test the validity and reliability of the instrument used we used the Cronbach alpha coefficient in which we obtained a result of 8.33 that defines the instrument as highly consistent and reliable, also an interview was applied to the manager of "Artes Yoli" to identify the competitive advantage. The market study showed that only 1% of the population recognizes "Artes Yoli" in the craft market, 80% of the respondents agree that the lack of communication is the main weakness of the company, in the interview guide could identify the products and high-quality finishings as the main competitive advantage, under all these parameters were developed product strategies, price, communication, distribution, management and merchandising, increase its fee, market participation and attract new customers. Once all the results obtained were analyzed, it was concluded that the application of a marketing plan is necessary to position the micro-company "Artes Yoli" and it was recommended that the marketing plan be applied and executed according to the established specifications.