Diseño de un plan de marketing estratégico para posicionar la marca de la Empresa Sacha Textil, en el cantón Riobamba, provincia de Chimborazo, periodo 2017-2021

Abstract

The present degree work aims develop a design of strategic marketing plan to position the brand of the company Sacha Textil, in Riobamba canton, Chimborazo province, whose motivation was based the importance of strengthening the prestige and market permanence of such a local enterprise, and to solve the problem of not having updated information on the situation of the company, we approached real clients and potential clients from 18 to 55 years old that are part of the Economically Active Population – PEA, distributed in to five parishes of this city , to establish action lines based on an exploratory, descriptive, and field research, with the help of interviews, questionnaires and surveys in which Jimmy Sport was identified as the main competitor, likewise, the respondents said they gave priority to attention when choosing a clothing store and rated Sacha Textil as “good”. They pointed to paper and cloth bags as their preferred packaging, and said they would like to be more informed by radio and social networks, they did not identify the name of the brand called Gloch®, however this one seemed attractive to them and they associated it with elegance. Finally, it was concluded that the enterprise external communication is weak and it is recommended to execute the strategies designed so that their offer of products, differentiating attribute, and shopping experiences at Sacha Textil may outstand against the competition.