Plan de marketing integral para posicionar la asociación de producción ganadera Cruzloma Asocruzlo en el cantón Patate provincia de Tungurahua

Abstract

This degree project aimed to design a comprehensive marketing plan in the association ASOCRUZLO to improve brand positioning in the parish of El Triunfo. This research was based on a research method, bibliographic; primary and secondary information was collected through surveys of the population, among the main findings it was determined that: the Asocruzlo brand is not positioned, which is why most people do not know it, because it has not focused main frequent suppliers within the city. The information is very limited mainly in media and social networks there is no advertising about the products available, also according to the results it was possible to detect the preferences and needs of current and potential suppliers of the microenterprise, which is why a situational analysis of the microenterprise conducted through matrices such as SWOT, MEFI and MEFE Matrix, among others. Once the marketing plan was structured according to the needs of the organization, they made proposals, detailing strategies, objectives, tactics, responsibilities, and budget, as well as specifying the follow-up mechanism. Finally, the integral marketing plan will cover each of the needs and requirements of the association as it presents significant benefits in the long term, and they recommend its execution for the fulfilment of the objectives of the microenterprise.