Plan de marketing integral para mejorar la rentabilidad de la empresa comercial privada Ferro Amigo, cantón Joya de los Sachas, 2021

Abstract

The following research project proposes an Integral Marketing plan to improve the profitability of the company Ferro Amigo in the year 2022, designing a proposal of strategies, whose purpose is to raise sales levels in the market of Joya de los Sachas. The methodology used consists of a mixed study approach, a descriptive character level, non-experimental and transversal design in time, as for the type of study incurred to the documentary and field, finally, the application of the deductive, inductive and analytical method allowed the collection and analysis of data through various techniques, such as the survey to the EAP of the canton, an interview to the manager of Ferro Amigo and the observation of the marketing channels of the company. It was shown that the application of integrated marketing significantly strengthens the positioning and willingness to buy on the part of consumers, with the necessary powers to improve the company's profitability levels; in addition, users showed a preference for companies that have a solid and reliable identity, capable of integrating their messages in the different marketing channels, constantly providing benefits and maintaining a commitment to their clientele. The application of courses of action based on integrated marketing is recommended for the achievement of objectives such as market recognition and improved profitability, taking into account the situational diagnosis of the company, since several variables can influence its performance, as well as consumer behavior.