Plan estratégico de marketing para el posicionamiento de la empresa Unionpet Company, periodo 2017-2021.

Abstract

This research proposes a strategic marketing plan for the positioning of the company Unionpet Company for the period between 2017 and 2021 of the Canton Ambato. In order to analyze the current situation if the company, conduct a market study and design marketing strategies for business positioning and increased sales. When carrying out the surveys of the population of Ambato, the external and internal analyzes and their respective SWOT allowed to identify specific flaws in the entity. Having as a result that the company has comfortable and accessible prices, but it does not have an adequate commercial planning nor a communication that allows a correct positioning. The strategies proposed in the present investigation at short, medium and long term to allow the company to position its brand properly, through the adherence of new products and services among which are the hairdresser, the sale of clothing and accessories, the implementation of lodging for pets and walk through the streets of the city. The different types of advertising and communication seek to increase the streets of the city. The different types of advertising and communication seek to increase the number of customers, satisfy loyal customers, increase the profitability of the company and of course increase sales volume. It is recommended the use of the strategies proposed in the investigation to improve the positioning of the company.