Plan de marketing integral para posicionar a la empresa Ecuayutong S.A en el cantón Ambato provincia de Tungurahua

Abstract

The objective of the degree work was to design a comprehensive marketing plan to position the company Ecuayutong S.A in Ambato canton, with the purpose of being recognized in the bus transport sector, a theoretical foundation was used by several authors. The research approach was developed qualitatively and quantitatively, with a descriptive level, of non-experimental and cross-sectional design, of a documentary and field study type, the methods that were applied in the research corresponded to deductive, analytical and systemic, the techniques that are developed were the survey and interview, a population of 1182 members of the bus transport cooperatives was found in the Ambato canton and the sample of 222 people surveyed. The main results obtained by the survey are: lack of communication with customers, few product lines, accessible prices, lack of after-sales service, lack of social networks and payment facilities from the company, while the application got from the interview was: the lack of a promotional and advertising design, greater profitability in the commercialization of Yutong buses, and as a star product it has the body parts due to the guarantee they offer. For this reason, it is concluded that the comprehensive marketing plan had an impact on the brand positioning, being of vital importance for every company, because everything depends on the products, the price, the distribution and the communication to face the competition.