Elaboración de un plan estratégico de marketing para el posicionamiento de la imagen corporativa de la empresa decoración y eléctricos Madec, en la ciudad de Machala provincia de El Oro.

Abstract

Companies to ensure their presence in the market and within the mind of the consumer require the application of marketing techniques that generate a position within the market in which they compete in search of the promotion of their corporate image. In this way, marketing becomes an essential tool for the company that wishes to stand out among its competitors in search of a greater portion of the market for which it needs advertising strategies that, together with a quality product and service, ensure customer loyalty. customers. For this reason the topic arose: "DEVELOPMENT OF A STRATEGIC MARKETING PLAN FOR THE POSITIONING OF THE CORPORATE IMAGE OF THE DECORATION AND ELECTRICAL COMPANY MADEC, IN THE CITY OF MACHALA PROVINCE OF EL ORO", a report that will allow its owners to stand out on the competition, based on quality service and efficiency. To achieve this, the thesis consists of five chapters, which are described below: Chapter I, the problem, in which the causes and effects generated in the preliminary investigation are described, and which will be improved with the development of the proposal. Chapter II, composed of the conceptual theoretical framework, where the definitions related to marketing are developed. It also has the contextual theoretical framework, that is, the generalities of MADEC, location, vision, political missions, internal situation, organizational resources, which gave us the guidelines to know in advance the situation within the Machaleño market.