Plan de marketing integral para incrementar la rentabilidad de la empresa Construcciones Industriales Sánchez (COINSA) en la ciudad de Ambato

Abstract

This study aimed to increase the profitability of the company "Construcciones Industriales Sánchez"(COINSA) in Ambato city, as well as to improve the positioning level to reach all around the country. An internal and external analysis was conducted to know the current situation of the company. The research was conducted by adapting a qualitative and quantitative methodology, allowing the analysisof the information necessary to conduct the research. An interview with the owners of the company COINSA and a survey of customers and future customers showed that the company is well receivedlocally and that there is a high level of competition in construction, which means it must improve in several aspects, such as advertising. That is why several strategies were raised that will allow it to berecognised in the country and thus be able to compete with larger companies, concluding that the company COINSA must increase its profitability and therefore its position, it is recommended to apply the strategies raised for the company's growth and its owners to try promotion in different advertising media.