Plan de marketing para el posicionamiento de los productos de la marca ¨CANAPE¨ perteneciente a la importadora alimenticia Continental Grains Contgrains S.A. de la ciudad de Quito.

Abstract

Currently, every organization is focused on optimizing and improving their processes for having a better positioning of their products for the sole purpose of reaching more clients and thus increasing their company profitability. In addition, the present research project is emphasized on elaborating a marketing plan for the brand “Canape” which belongs to “Importadora Alimenticia Continental Grains Contgrains S.A” with the objective of designing strategies and actions plans which will be of the utmost importance to improve the market positioning of all the products created by the aforementioned brand which will meet all the clients’ needs and requirements, for that reason, a mixed research method was applied in this project that allows the researcher to analyze all the data coming from both quantitative and qualitative sources, in consequence, the researcher applied diverse data collection techniques such as the interview which was applied to every employee, a survey which aim was the company’s current clientele, and a SWOT analysis aiming at identifying both internal and external factors that influence the company environment. Furthermore, a descriptive research methodology was applied which purpose is to describe every possible characteristic regarding this research project, another type of research methodology applied to this research project is known as bibliographic research which analyses how a marketing plan, in optimal conditions, is supposed to be applied. In addition, an explanatory research approach was also applied which purpose was to detail every information gathered and to propose solutions to all discovered flaws. Hence, during the market research all the results obtained suggested that every inner client is not capable of providing a quality service to every client. For that reason, with the objective of providing a solution to every weakness and strengthen the commercialization process, this project was oriented to the four elements of Marketing Mix.