Plan de Marketing para la Estación de Servicios Hidrocarburiferos “Santillán”, en la ciudad de Riobamba, periodo 2017

Abstract

In the present investigative work, a Marketing Plan performed with the objective of improving the positioning of the "SANTILLAN" service station, the same was oriented to analysis and evaluation of internal and external factors. Surveys applied to the inhabitants older than 25 years, who own vehicles in Riobamba city. Likewise, to the owner and internal customers of the company held them interviews. As a result, the service station does not have a position in the market Riobambeño due to it is new and users do not no where it located. In addition to this, it does not have a marketing department, nor it a locates a specific budget to perform advertising. The research paper recommends applying strategies such as the strengthening the company brand, perform BTL advertising, increase the presence in digital media, and offer personalized service and off quality to users. It must strengthen the institutional communication, focused in the image and corporate development, with a correct integration that allows strengthening the internal communication and the message that wishes to send abroad, promoting new ideas that consist in improving customer service to achieve better positioning.