Plan de marketing para la asociación el Nevadito Asonevadito de la parroquia San Juan, cantón Riobamba

Abstract

The objective of this degree work was to generate a "Marketing Plan for the association EL NEVADITO ASONEVADITO of the parish San Juan of Riobamba canton" to increase the participation in the market and at the same time the positioning within the Riobamba canton generating, as a result, the increase of sales and therefore the income for the organization. Before submitting the proposal, an internal and external analysis of the organization was carried out using different matrices. Appropriate market segmentation was also determined, using the economically active population of the city of Riobamba. To make the research more accurate, surveys were conducted in the different parishes of the city to cover more territory and to know the preferences and variables that influence the purchase decision. All this was thanks to the cross-sectional type of study and the definition of the population through the statistical method used in the research. The result was very useful for the approach of the different strategies within the proposal; to achieve the development of the association, it was compensated with a brand positioning plan, in addition to an in-depth analysis consecutively using different study tools. In addition to redesigning the brand, the administrative area was also redesigned and marketing strategies were proposed, including promotion, advertising, location, and price. These strategies helped to promote the brand within the parish and step by step in the canton, guiding the organization to development within the agro-industrial market.