Diseño de un plan de marketing estratégico para la empresa sistema hidráulicos Jac metalmecánica industrial de la ciudad de Quito, provincia de Pichincha, periodo 2021.

Abstract

The company, "Sistema Hidráulico JAC Metalmecánica Industrial," lacks a strategic marketing plan to promote plans that increase its sales. Hence, this research aimed to design a strategic marketing plan for the company "Sistema Hidráulico JAC Metalmecánica Industrial" in Quito city, Pichincha province. The methodology used employed a mixed research approach with an exploratory and descriptive level. The research methods were descriptive, deductive, and inductive, as well as analytical and synthetic. Through the applied methodology, it was found that the company lacks a marketing department dedicated to commercial management. It does not conduct a market analysis to identify the target segment for its product or service to increase sales. So, this has led to a decrease in revenue and income, and the talent department is staffed with untrained personnel. Therefore, it is concluded that the company does not have an adequate administrative and financial organization, which hinders its processes. It is recommended that the company implement the proposed strategic plan as a useful tool that establishes product, price, and promotion strategies to position it in the market and attract more customers, thereby increasing its liquidity and profitability.