Plan de marketing para el fortalecimiento de la imagen de marca de la panadería Lefski-Pan en la ciudad de Riobamba

Abstract

The objective of this study developed in the Lefski-Pan bakery located in Riobamba city was to implement a marketing plan in order to strengthen its corporate brand, contributing to improve a positive perception in real and potential customers to increase the level of customer satisfaction, generate higher profitability and market positioning. Regarding to the methodology applied, it was based on a qualitative and quantitative approach, by applying techniques such as surveys directed to the population of Riobamba city to carry out the processing of results and their interpretation, where it was determined that the company shows multiple weaknesses, highlighting that people have a low level of recognition of the company's corporate identity. On the contrary, it was identified that competitors have a significant advantage. In the proposal, a situational analysis was developed with the application of tools such as the Pest matrix, Porter's 5 forces, value chain, strengths, opportunities, weaknesses and threats (SWOT) and the strengths, opportunities, weaknesses and threats matrix ( SWOT), which allowed to visualize both internal and external factors that directly or indirectly influence the bakery company, and subsequently proposed strategies to improve the corporate image, advertising, promotion and the most common means of communication to transmit information to customers, which lead to improve the business. It is recommended to implement the strategies within the established time, as well as to carry out the corresponding follow-up, as the correct application will help to boost interest in current and potential clients in order to grant higher benefits for the company.