Planificación estratégica de marketing y el posicionamiento en la empresa seviproseg Cia Ltda. en Riobamba

ABSTRACT: The present research aimed to determine how strategic marketing planning influences the positioning of the company SEVIPROSEG CIA. LTDA. in Riobamba. The research applied a qualitative and quantitative approach to determine the initial situation of the company and establish its positioning in the local market. Data collection techniques included interviews conducted with the company's manager, which allowed us to understand the initial situation of SEVIPROSEG, and surveys administered to the public who contract the organization's services, allowing us to understand its positioning in the market. The results obtained in the research show a deficient strategic marketing planning, which directly reflects on the positioning of SEVIPROSEG in the local market. The lack of a well-defined strategic marketing planning directly affects the positioning, as the organization lacks clearly defined goals and objectives in marketing, thus failing to differentiate itself from its competitors. Keywords: Planning, Marketing, Positioning, Market.

• Hovedforfatter: Benalcázar Santillán, Antony Josué (author)
• Format: bachelorThesis
• Sprog: spa
• Udgivet: 2024
• Fag: Planificación; Marketing; Posicionamiento; Mercado
• Online adgang: http://dspace.unach.edu.ec/handle/51000/13370