Análisis situacional y propuesta de plan estratégico de marketing para el área comercial de la empresa Alimentos Don Diego de la ciudad de Quito para el período 2014 – 2018

Abstract

The aim of this study was to develop the situational analysis and the proposal of the UN Strategic Marketing Plan for the commercial area of Enterprise "Food Don Diego" in the city of Quito. The study began with a theoretical research, acerca strategies, planning, its importance, and a presentation of the company Don Diego, same offers from 1982 Quality meats and a wide range of food products. Sin embargo high competition of companies and brands like Pronaca, Juris, Plumrose has generated a loss in market share that a turn is the product of some inaccuracies in market strategies, which it has motivated embodiment of the present study. A Field Research Segmented para public, part of a survey of some 384 personalities which were scored, and the fact that the public prefers Pronaca Marks and Products Plumrose and then Don Diego, was held analyzed Media Most viewed by potential buyers, accepting switch to brand the basis of quality, among other variables Analysis. Could verify a wide claim to which you can reach and strong competition. Based on a Strategy This short, medium and long term sustained improvement in the quality and taste it was raised, strengthen the image and promotion, as well as channels of distribution, through which it will be possible to strengthen the competitiveness of the Brand in favor of the Company, the country's productivity and Consumers.