CARRERA DE MERCADOTÉCNIA

Abstract:

This investigation refers to the elaboration and development of a Marketing Plan for the microenterprise Calzado Marroquin, of the city of Ibarra, province of Imbabura. The first step, is a diagnostic was made of the current situation of the stationery, with the purpose of determining the strengths, opportunities, weaknesses and threats, through the application of a SWOT matrix, and through research tools; In addition, the lack of marketing strategies and commercialization was determined, as well as the lack of positioning in the market. In reference to the third chapter, a market study is detailed at the macro, micro and meso level, which was obtained from several primary and secondary sources; and the application of the survey tool to the population of the city of Ibarra. Then, a proposal was built that is oriented towards the strengthening of the brand and marketing activities, which allows the microenterprise to obtain greater profitability. Finally, a financial study was carried out through several indicators, which demonstrated the feasibility of said marketing plan.

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