Plan estratégico de marketing para el posicionamiento de la Empresa PRETII FOODS S.A., comercializadora de atún y derivados en diferentes presentaciones (2023 – 2025).

Abstract

The purpose of this thesis is to carry out a strategic marketing plan to position the product portfolio of PRETII FOODS S.A. Therefore, the scope of the research includes a theoretical and practical investigation of the canning industry in the city of Guayaquil. In the theoretical framework, the steps to follow on strategic marketing and the application cycle are outlined. For the qualitative part, surveys were carried out, which showed that more than 58% are unaware of the PRETII FOODS S.A. brand. Likewise, through the IFE and EFE matrices, the attractiveness of the market and the weaknesses of the company in different departments are demonstrated. As a result, the implementation allowed to increase net profits by 125%, a NPV of $100k and an IRR of 56%. For control metrics are used: financial indicators, customers, internal processes and learning.