Investigación de mercado del servicio automotriz en el cantón Riobamba y diseño del sistema de Marketing para la Empresa Automotriz e Inyección Eléctrica ECO CAR, en el período 2012 – 2013

Abstract

The present thesis, Marketing research of Automotive Service and Marketing System Design of the Automotive and Electrical Injection Enterprise ECO CAR in Riobamba, province of Chimborazo, since the year 2012 – 2013, has the proposal to create a marketing service based on mass media planning such as advertising and promotion for positioning its service. The research is carried out with the purpose of seeing and positioning the image of the company in the minds of consumers, and at the same time increase the participation and competition in the automotive market for services, because, at present, the marketing operations performed by the company are very reduced. The proposal of this investigation is a marketing system with the application of positioning strategies to achieve a positive performance throughout the enterprise. The planning work performed by ECO CAR, must be directed to its position in an appropriate manner in the marketplace and expect attractive economic results. ECO CAR will offer attractive advertisement, free information related to its products, as well as information’s of its promotions and discounts to generate more visitors to the enterprise. The enterprise must follow up its customers and possible customers through calls or visits through calls or visits to share with them promotions, and motivating clients to the faithfulness with ECO CAR.