Plan estratégico de marketing y publicidad para la empresa CONZAR S.A de la ciudad de Guayaquil.

Abstract

In the present work a strategic marketing plan for the company CONZAR, several tools were used for the external and internal study of the company, such as the analysis of the current environments of the company, competitiveness of the industry and the strategic diagnosis. Also carried out a market investigation where surveys were prepared to the target population, In order to know the tastes and preferences of the client at the time of carrying out a construction work, in addition the interviews made to the managers of the company obtained results to design the plan of marketing, for the CONZAR company enter to the digital market, with the creation of the website and the different online platforms, attract potential customers and increase sales level. Finally, the investment of the marketing plan and the economic analysis indicates that the project is feasible, allows the company to position in the construction market.