Plan de marketing para posicionar la marca del emprendimiento Multiarte de la parroquia San Andrés, cantón Guano

Abstract

The present study entitled: A marketing plan to position the brand of a company called Multiarte, located in San Andrés, Guano canton, aims to improve its brand positioning in the stone crafts market. To do this, a qualitative and quantitative methodology was used by applying a survey to the economically active population of San Andrés through a non-experimental and cross-sectional study. On the other hand, the inductive, deductive and statistical methods were considered. To carry out the situational analysis of MultiArte, the SWOT, value chain, EFE and EFI matrix, among others were used so that it was possible to detect strengths and weaknesses in the company and also determine the needs, tastes and preferences of current and potential customers. It is concluded that the MultiArte brand is not positioned within the market, due to the lack of advertising both on social networks and at the sales points. Afterwards, some strategies of positioning using the 4p of Marketing were applied, including the design of a brand manual, digital marketing strategies among other strategies that will improve the brand positioning of the company. It is recommended to implement and monitor the strategies developed in this study in order to obtain the expected results.