Plan de marketing integral para contribuir al posicionamiento de la microempresa Asociación de Servicios de Alimentación Karanakuy Sumak Mikuykuna Asokarakuna de la ciudad de Riobamba

Abstract

The purpose of this study was to design a comprehensive marketing plan to contribute to the positioning of a food service association microcap called Karanakuy Sumak Mikuykuna Asokarakuna located in Riobamba city, which only currently offers its service to children's institutions. To do this, a market study was carried out, through a research instrument such as the questionnaire, where it was possible to know the tastes and preference of people who belong to the EAP (economically active population) urban area in Riobamba city. This information was relevant as it allowed the association to understand its target audience in order to effectively meet their needs and expectations, as well as choosing the right way to spread the service. On the other hand, an interview was carried out with the administrator of the association, through the RMG competitiveness matrix, which is a tool that helped to identify areas for improvement within the association. To conclude with the collection of information, an observation checklist was applied to analyze the competence of the association in the digital sector due to COVID-19 becomes a great opportunity to analyze and propose e-commerce strategies. As a result, it was possible to establish actions or marketing strategies such as: digital marketing strategies, new markets, corporate image, price and BTL strategies, that will help the association to cope with the market demands. It is recommended to implement the proposed comprehensive marketing plan as it will positively impact the association to be in a competitive position within the catering market.