Plan de marketing para la microempresa familiar Sunetsa S.A.

Abstract

The family microenterprise SUNETSA S.A., manufacturer and distributor of the brand of bottled water "Agua Cool", despite having been in the market for several years, has detected a significant decrease in the positioning of its product, so it is necessary to analyze the problem to increase its participation in the local market. Initially, market and commercialization processes were observed, and it was found that the company has the recognition of the product in the market due to its high level of sanitary commitment; however, it has little promotion. Based on the field research, information was collected and a quantitative and qualitative descriptive analysis of the current situation was made. The strategic proposal for SUNETSA S.A. microenterprise is to continue with local development to gain popularity in the local market, since it offers a quality product; moreover, competing companies that offer similar brands or products do not do so with the same efficiency and service as SUNETSA. S.A. In the process of improvement, the microenterprise must be able to differentiate itself from the other brands, so a marketing and promotion strategy is suggested according to its needs.