Plan de Marketing para la Empresa Club Casa Direct Sistema Multinivel Alimentos Gourmet, para el año 2011, en la ciudad de Riobamba, provincia de Chimborazo

Abstract

The present work aims to develop a marketing plan in the company Club House Direct, Gourmet Food Multilevel System for the year 2011 in the city of Riobamba. Through this marketing plan is to encourage citizens to stay healthy by consuming products with high nutritional content. It was necessary to analyze the food preferences of the Riobamba city habitants, through the implementation of a survey, a situation analysis, starting whit the macro environment in which were taken into account economic factors, socio-cultural, political – legal, and in the micro environment were considered to customers, competition, and market research. The proposal is based on strategies technically raised as the creation of an institutional slogan is positioned in the minds of customers, developing a guide for members and customers helps our consumers, information about the products offered by the company and the holding of seminars, conferences and forums for customers. The marketing plan will be useful to the agency Riobamba improving the performance of the company, making decisions and meeting the objectives. This work recommended to follow all the steps in each strategy to get more customers through advertising and communications.