Plan de marketing integral para posicionar la empresa elohim industria deportiva de la Ciudad de Riobamba Provincia de Chimborazo

Abstract

The present research work, titled "Comprehensive Marketing Plan for Elohim Store in the city of Riobamba," aimed to achieve the brand's positioning through the implementation of marketing strategies within the organization. The research methodology employed both qualitative and quantitative approaches, using descriptive and exploratory research to detail the strategies the company should adopt for positioning. Information collection involved direct observation within the entity, employing a survey administered to the economically active population (EAP) of the Chimborazo province, and an interview with the city's management representative for diagnosis, analysis, and information interpretation. Field research revealed that 68% of individuals primarily use social media, especially Facebook and WhatsApp, to gather information about sports apparel, while traditional media remains relevant. Additionally, an internal analysis was conducted using SWOT analysis, the MEFI matrix, and variable cross-referencing for strategy development. Finally, a plan was developed based on the Muñiz Rafael model. Through comprehensive marketing, communication channels were improved, and various strategies were devised to enhance brand image through content marketing, promotional marketing, establishment of corporate philosophy, and other tactics aimed at customer loyalty and capturing the target audience, thereby achieving the desired positioning. Marketing metrics were established for monitoring and control purposes. It is recommended to implement and follow the proposed plan so that the outlined strategies enhance development and communication lines, ultimately achieving the desired results for the organization