Diseño de un plan de marketing estratégico para el posicionamiento de marca de la agencia ENPO GRAPH DISEÑO & IMPRESIÓN.

ENPO GRAPH DISEÑO & IMPRESSION, is an agency oriented to graphic design, advertising and printing and is in the center of the city of Otavalo, province of Imbabura and for whom this project is developed, which is focused on the design of a strategic marketing plan for the brand positioning of the Enpo Graph design & printing agency. To achieve this, three specific objectives are executed: structure the theoretical content that supports the project, allowing it to give a logical and systematic fluidity to the comprehensive marketing plan; carry out a situational diagnosis of the company between 2016-2021; and finally, present a proposal for a strategic marketing plan for the advertising agency located in the Otavalo canton for the year 2022. Methodologically, a qualitative-quantitative modality is used, with which statistical and criterion data will be collected that will contribute to the project as essential information. The type of research is bibliographic, field and correlational and for the collection of information the survey and the interview were used as research techniques and the universe population with which they worked was 64,399 for which 382 surveys were determined as part of the sample. Among the results, the construction of a basic strategic plan for the company has been proposed, which includes the description and development of the logo and isotype, in addition to focusing on three types of strategies: cost, differentiation, penetration and positioning. Based on these three approaches, price, product & service and communication strategies are proposed. Regarding what is proposed, it can be concluded that the central objective of the project: "design of a strategic marketing plan for the agency ENPO GRAPH DISEÑO & IMPRESSION that promotes a positioning of its brand in the Otavalo canton in the year 2022" has been achieved through the structuring of this project.

• Автор: Pomasqui, Andrea F. (author)
• Формат: masterThesis
• Мова: spa
• Опубліковано: 2022
• Предмети: Administración; Planificación; Marketing; Estrategia; Administración de Empresas
• Онлайн доступ: http://repositorio.uotavalo.edu.ec/handle/52000/681