Plan de marketing estratégico y su incidencia en el posicionamiento de la empresa cacaotera comercial Paredes del cantón Marcelino Maridueña sector La Isla

Abstract

The present curricular integration study about designing a strategic marketing plan to improve the positioning of the Comercial Paredes cocoa company in the Isla sector in the province of Guayas, year 2021, was aimed at providing marketing strategies that allow improving its position in the market. The methodology used was based on conducting surveys applied to suppliers in the sector, in addition to an interview with the owners of the company and an observation sheet, for the subsequent elaboration of the SWOT matrix, which allowed knowing the current situation of the company. According to the results, it was determined that the company is positioned, however, there is high competition, which puts the survival of the studied organization at risk. The proposal was based on creating loyalty and reward programsto engage Comercial Paredes customers, in addition to embodying the logo on everyday itemsto spread the brand image and its positioning in the sector. Companies with positioning problems are recommended to implement a strategic marketing plan that helps continuous improvement, stability in the market and seeks to increase the possibilities of organizational development.