Diseño de un Modelo de Gestión de Marketing, para la Empresa Almacenes Unihogar Cía. Ltda., de la ciudad de Riobamba, provincia de Chimborazo período 2015

Abstract

The purpose of the current research is to design a marketing management model for UNIHOGAR LTD. Co. for Riobamba city, Chimborazo Province during the period 2015 in order to improve the positioning of the company; that is why an internal and external analysis, a descriptive market research, interviews for employees of the company, and 140 surveys applied for the inhabitants of Riobamba were carried out. The results of the research were important for the development of strategies which allow positioning the company into the local market. This alternative required the application of well-defined strategies regarding to: market expansion, customers, brand leadership, marketing strategies decline phase, and product development, concluding with the positioning, promotion, and tactics such ad: human resource training, technical team, digital marketing, marketing study, internal and external customer’s study which are considered the most relevant. The sales forecast for 2015 projects estimated sales in 1.418.478,55 for 2016 1.560.326,40 for 2017 1.716.359,04, and it concludes with the proposal for the marketing management model design together with a monitoring and results control plan which are technically structured through the objective prioritization, verifiable indicators, verification sources, and people responsible for their right application. It is recommended to establish agreements with public and private institutions, promote events and apply tactics and strategies at the same time in order to improve the purchase frequency as well as its emerging application to strengthen the company, so it can overcome the weaknesses ant threats until it achieves the ideal positioning.