Propuesta estratégica comercial para impulsar el posicionamiento de la marca de helados Cowy producidos por la Empresa Dávalos & Asociados en el mercado de la ciudad de Riobamba, provincia de Chimborazo

Abstract

The current research aims to build a strategic proposal which allows to Cowy ice cream brand produced by Dávalos & Partners Company at Riobamba city increasing its market positioning in order to make known the products and benefits. In chapter 1, it is determined the problems the company is facing due to the absence of a strategic plan and the lack of knowledge of the market positioning because of its marketing management was done on an empiric way and with a planned improvisation and the growth and survival will depend on the company capacity to convert its resources and procedures in strengths rather than weaknesses and vulnerabilities. Chapter 2, contains the frame of reference which will serve as scientific support of the proposal; this will allow the company identifying and developing a strategic planning design according to the company needs. In chapter 3, the methodology is developed based on its respective data collection technique like a survey which will allow knowing the likes and preferences of the target audience. Chapter 4, presents the development of the previous proposal in which a macro and micro- environment diagnostic was applied, as well as the SWOT analysis (Strengths, Weakness, Opportunities and Threats) that will allow to develop the suggested strategies. To sum ap, conclusions and recommendations were established, the same were obtained from the research study.