Plan de reposicionamiento para la empresa Funeraria Servicios Nacionales en la ciudad de Guayaquil.

Abstract

The present research project had as object of study the company Funeraria Servicios Nacionales, which currently has low recognition in the Guayaquil market, therefore, the research objective was to develop a proposal for a strategic repositioning plan for the National Services brand in the city of Guayaquil, for the fulfillment of this objective a methodology based on descriptive and exploratory research was carried out, where data collection techniques such as interviews and surveys were used, among the main Findings found, it can be mentioned that the lack of knowledge about marketing issues, the lack of decision of the main points such as the product, place, promotion and price have generated a lack of interest in redesigning the brand so it seeks to maintain the standards already made for don't step out of your comfort zone. To solve this problem, both traditional and digital marketing strategies were proposed to promote the presence of the company Funeraria Servicios Nacionales in the local market. Finally, it is concluded that the implementation of the proposal is viable, since it will mean a higher profitability for the object of study as evidenced by marketing roi where for every dollar invested the company would earn one dollar with sixty-nine cents.