Plan estratégico de marketing para fortalecer el posicionamiento de productos acuícolas de la empresa Santa Priscila en el mercado nacional.

Abstract

The objective of this research is to design a strategic marketing plan for Santa Priscila that optimizes the positioning of its value-added products in the domestic market, specifically in the city of Guayaquil. The information, gathered by cross-referencing data from customers, small retailers, and managers, points to a major problem: although the brand is well regarded, its shrimp burger is not easy to find and people do not buy it very often. Therefore, the proposed solution is organized as a practical action plan that goes beyond mere advertising, focusing on streamlining delivery channels and educating buyers. This combination ensures that the plan not only fits what the Ecuadorian public wants, but can also be implemented with what the company can do, thus turning a luxury export item into a preferred and easily obtainable alternative for Guayaquil households.