Plan de marketing para el posicionamiento de la microempresa American Sport en la ciudad de Riobamba

Abstract

The American Sport microenterprise lacks a marketing plan, which causes difficulties in the implementation of marketing strategies affecting its positioning in the local market. Therefore, the objective of this research was to develop a marketing plan for the positioning of the American Sport microenterprise in the city of Riobamba. The methodology applied was a mixed research, combining qualitative and quantitative approaches, with cross-sectional and non-cross-sectional studies. Surveys were applied to consumers and interviews with the manager of the microenterprise, with the application of documentary and field research being essential to obtain the respective information through methods, techniques and instruments, which allowed obtaining information on the current perceptions of the brand and its competitors. Through this methodology and data analysis, it was possible to identify areas of opportunity and design specific visibility and promotion strategies. The results provided American Sport with tools to improve its competitiveness, increase its market share and strengthen the relationship with its customers, thus contributing to its growth and consolidation in the local market. In conclusion, the implementation of the marketing plan developed allowed the microenterprise to optimize its promotion strategies, improve its positioning and consolidate itself more effectively in the Riobamba market, ensuring its success and long-term sustainability.