Plan de marketing para el comercial Mackliff Jr., en la ciudad de Guayaquil.

Abstract

The automotive sector is established as one of the main economic activities in the commerce of the city of Guayaquil and nationally, due to the different economic regime changes in Ecuador over taxes and tariffs in recent years, these accessories sales businesses face a decrease in its profitability due to sales. This present project will be established with a marketing plan for the commercial Mackliff Jr., in the city of Guayaquil, because of this it seeks to obtain a better positioning of the brand and increase its market share. To obtain a better income for the company in all its product categories. The project will have five chapters, where they will be divided into contextual framework, situational analysis, market research, marketing plan and financial analysis. These chapters will represent each key factor of the company where variables of greater relevance will be found, to carry out a process of acceptability in the market. Finally, the three chapters of market research, marketing plan and financial analysis are the process to find a need in the market in search of a new strategy obtaining an acceptable income, through the profitability of the project and the analysis of ROI marketing, making a feasibility in the market.