Diseño de plan de marketing promocional para un mejor posicionamiento en el mercado de la empresa concesionaria “NISSAN” en Machala.

Abstract

The purpose of this paper is to implement a promotional marketing plan for the Nissan vehicle dealership, which will allow it to have a better position in the local market and increase its sales force. Taking into account market competition, and the needs that vary in consumers, giving the company the strategies and tactics to be implemented, so that it has the best positioning in the Machala city market. To carry out the promotional plan you must know the target market and where we want to go, performing a SWOT analysis (Strengths, Opportunities, Skills and Threats). The methodology used is qualitative, gathering information through an interview with the manager of the company and an observation form within the company to know about the order, operation and behavior of its sales force. We will achieve a high competitive advantage through the activities proposed in the promotional plan which includes: coupons, discounts, promotions, membership card, gifts with the brand of the company and information so they know more about their performance and their new products, putting in remembrance in the mind of the consumer to the company and the quality products that offer.