Plan de marketing estratégico para la Asociación ASOKARAKUNA, de la ciudad de Riobamba, provincia de Chimborazo

Abstract

This research project aims to devise a marketing plan which enable to increase the client portfolio of the Karanakuy Sumak Mikuykuna Food Service Association – ASOKARAKUNA, in Riobamba city of Chimborazo province, in 2018 period. The quantitative or qualitative method was used for obtaining the information, and techniques such as direct observation in the association and surveys conducted in the economically active population (EAP) in Riobamba city were implemented. Making the services provided known through billboards and social networks and when purchasing food service, respondents prefer that this association provide the after sales service at the time of acquiring the food service are the major findings. For the implementation of the proposed strategies it is taken as budget a value of $1426,79. According to the results obtained in this research it can be said that the marketing plan is feasible. Therefore, the immediate application of this proposal is recommended in the Karanakuy Sumak Mikuykuna Food Service – ASOKARAKUNA.