Elaboración de un plan estratégico de marketing para el posicionamiento del nombre de la empresa FABRIMUEBLES en la ciudad de Guayaquil.

Abstract

(Dr. Roberto Hernández Sampieri, 2014, page 27) Most of the investigations, although they are located within a particular frame or perspective, cannot avoid, to a greater or lesser extent, touching topics that are related to different fields or disciplines. Therefore, when considering the selected approach, we speak of a main or fundamental perspective, and not a single perspective. The choice of one or the other perspective has important implications for the development of a study. It is also common to carry out interdisciplinary research that addresses a topic using several frames. The present work a strategic marketing plan was developed that allows the company Fabrimuebles to have its name in the artisanal sector in the manufacture of furniture, decoration of shelves, closet and bathrooms in the city of Guayaquil since the company does not have a digital marketing that allows you to position yourself and obtain competitive advantages in the artisan sector in the manufacture of furniture, decoration of shelves, closet and bathrooms in the city of Guayaquil. The current situation of the Fabrimuebles Company in the city of Guayaquil was described, detailing its vision and mission, and then carrying out an analysis that allows us to identify in which environment the Fabrimuebles Company performs, as well as a FODA (Talancón, 2006). The SWOT matrix as viable instrument to perform organizational analysis, in relation to the factors that determine the success in the achievement of goals, is an alternative that motivated to carry out the analysis for its dissemination and dissemination, to identify its Strengths and weaknesses of the company to analyze the internal part as opportunities and threats from the external part of the Fabrimuebles company in the city of Guayaquil (Marketplace).