Plan de Marketing para la Escuela de Conducción ESPOCH-CONDUESPOCH E.P. en la ciudad de Riobamba, provincia de Chimborazo; 2017-2018

Abstract

The following research project, marketing plan to the ESPOCH-CONDUESPOCH E.P. Driving School, in Riobamba city, Chimborazo province; 2017-2018 has as aims to position the brand in the Riobambeño’s market. The methodology is based on the application of surveys to people in the rural and urban parishes from Riobamba canton, as well as strategic planning tools that determined the current situation of the company, such as macro and micro environment analysis, SWOT matrix, competitive profile matrix (CPM), internal-external matrix (IEM), MRG matrix, SERVPERF method and mental matrix type. CONDUESPOCH E.P occupies the second place in the market, it was determined through the market study, below 50% which means that it requires marketing tools, ones contribute to improve its current situation as a company facing the market. The proposal is based on the creation of positioning strategies, based on market research and in the 4Ps of marketing that means; designing product strategies, price, market and communication adapted to the real situation and needs of the driving school. It is recommended that CONDUESPOCH EP diversify its portfolio of services so that the current and potential customers have more purchase options and this is one of the ways to achieve that the brand occupies a place in the mind of the user by communicating the positioning to the market through advertising