Plan estratégico de marketing para el mejoramiento de los ingresos de la empresa “RULIGUESA” para la aplicación en la ciudad de Cuenca.

Abstract

The present degree work is intended to put into practice the knowledge acquired throughout the career of business administration, for the proper development of it. This investigation will deal with the RULIGUESA company dedicated to the sale, technical advice of rustic role pieces (Rulimanes) in the city of Cuenca, the same one that presents problems in the market capture, despite its trajectory does not achieve a penetration to the market of the City of Cuenca One of the main factors that impede the growth of the business is the lack of internal policies on marketing and advertising, which generate marketing strategies that improve the company's sales. The project proposes to design differentiating strategies, that attract new clients and keep the relationship with the current ones, in turn a complete marketing plan will be carried out that will give a more extensive vision of the attended market and introduce new ones, generating alternatives for the company and for the clients. As progress is made with the development of the work, each of the phases that intervene will be detailed.