Plan de marketing integral para incrementar las ventas de la empresa Sumimaq en la ciudad de Quito, provincia de Pichincha

Abstract

The main aim of this research work on the essential marketing plan to raise sales of the Sumimaq company in Quito city, Pichincha province, was the integral marketing study related to variables to increase sales and bran positioning to propose a strategic proposal that contributes to increase the level of sales and positioning for the Sumimaq brand. The method of the study was quantitative and qualitative, using an interview with the manager and staff of the company to know the current situation; in addition, a survey of 288 current customers based on a guide of open questions about the company's products used. The results of the interview showed that the company has several weaknesses on which it should work to be converted into strengths that allow the growth of the company within its strategic direction; the results of the survey show that the level of positioning of the company is at a average point because its brand has no relation with its commercial activity in the clients, thus causing a significant decrease in its sales compared to its competition. We concluded that integrated marketing helps to improve the level of income and positioning of the company Sumimaq in Quito city, because it strengthens the communication and digital promotion activities to attract of its real and potential consumers at the time of their purchase decision in supplies and industrial machinery.