Elaboración de un plan de marketing estratégico para el posicionamiento de la metalmecánica Tecniacero en la ciudad de Guayaquil.

Abstract

The current competitive conditions within the markets lead companies to seek notoriety among their clients, which allows businesses to maintain their operational activities and continue to generate income. For this reason, the main objective of this work is to carry out a strategic marketing plan that allows positioning the value proposition in the clients of the Tecniacero metalworking company located in the city of Guayaquil. For this, the research was based on the respective theoretical and bibliographic review to learn about marketing strategies and the positioning of a business. On the other hand, a descriptive methodological study was determined, with a quantitative approach through surveys of metalworking customers to determine the segments that are consumers of the products and what characteristics they have. An interview was also conducted with the owner and the operational head of Tecniacero, to identify strengths and weaknesses of the value proposition. As results obtained, it was identified that the businesses that most frequently are construction companies and engineeringarchitecture professional services, both activities are segments belonging to the construction sector and therefore are potential clients for the activities of the Tecniacero metalworking industry. On the other hand, it was identified that the metalworking industry needs to improve its actions of dissemination and promotion of the business, and in addition, it has not made use of digital tools to make itself known. Therefore, strategic marketing actions seek to spread the business through the actions of attraction, conversion and closing of people, companies interested in potential customers in order to increase the positioning of the company.