Plan Estratégico de Mercadotecnia para la Empresa TUGALT del cantón Riobamba, provincia de Chimborazo, periodo 2018 – 2020

Abstract

The design of a strategic marketing plan for the enterprise TUGALT of the city of Riobamba, aims at improving the market share of the company, in relation to the competition. For which the research was based on the formulation of stratified surveys to the people conforming the economically active population of the city of Riobamba (EAP), and SWOT analysis to know the current situation of the institution. By obtaining as a result that the company is known for its location, rather than its name, empirical and non-constant marketing in certain areas is applied. This project proposes planning in relation to marketing, through the use of complex tools to generate product strategies, price, distribution, and communication covered within the strategic plan, by seeking alternative means to improve market participation, without generating high costs. It is recommended to implement the developed strategies continuously being thereof a model to be followed, attached to any change that is considered pertinent.