Modelo de Gestión de Marketing para mejorar el posicionamiento y rentabilidad de la fábrica de Confites (FFSS) del Grupo Salinas cantón Guaranda, provincia de Bolívar, período 2015

Abstract

The present titling work has as objective the realization of a Marketing Management Model to improve the positioning and profitability of the candy factory of the group Salinas in the Guaranda canton of the Bolivar Province. In this scenario, the tools used were the surveys, the interviews and the observation, the method used was the market research with the following results: it can be seen that 16% of the surveyed population has ignorance of the company because it lacks a marketing department to guide the establishment of commercial and communication strategies, also it found that a significant group of 22% of tourists affirm that it is therefore important to acknowledge that the products "El Salinero", handle extremely high quality standards and for this reason the majority of the interviewed people recommend expanding the market at national and international level so it will have a volume increase in sales. In addition, It is necessary the implementation of strategies of marketing mix , such as advertising the same, which it will be transmitted on radio stations; as well as the direct and indirect promotion, that facilitate both the positioning as the increased profitability and organizational and social development. It is important to implement the work done since the company does not have the appropriate application of marketing and for that reason there is not an efficient communication between the factory and the customers; therefore, it is advisable to implement the above strategies to improve the positioning, so the company has a high prestige.