Plan de marketing para la Empresa Humitas San Nicolás de la ciudad de Riobamba

Abstract

The current research Project aimed to develop a marketing plan for “Humitas San Nicolás” enterprise at Riobamba city, which seeks to contribute to the enterprise positioning and development in the market, by means of stating a marketing strategy. The methodology used is based on the application of the surveys taking as a sample a part of the EPA, economically active population of the city of Riobamba, additionally, a situational analysis of the enterprise was carried out through the elaboration of a SWOT matrix in which the existent strengths, weaknesses, opportunities and threatens of the market were detected. Thanks to this analysis, it was possible to determine the current failures in the “Humitas San Nicolás” enterprise; among them, the most relevant are that the enterprise does not have a Marketing Plan as it lacks brand recognition and essentially it does not have publishing strategies. This has led to stating a proposal with the aim to improve the development of the enterprise and so generate more profitability by stating marketing strategies focused on the product, distribution and packaging. Furthermore it was also developed the redesign of the arch which will allow positioning the brand in the target market. It is recommended to the enterprise “Humitas San Nicolás” to implement the proposal with the aim of reaching the objectives of the enterprise to increase profitability.