Plan de Marketing para incrementar las ventas en la “Asociación de servicios alimentación Nuevo Paraíso ASANPA” ubicada en Lago Agrio.

Abstract

The main objective of this thesis is to design a marketing plan for the “Association de Services Alimentation Nuevo Paraíso ASANPA,” in order to improve its commercial strategies and guarantee the sustainability and quality of its services. The needs and demands of customers are analyzed, which allows for a detailed diagnosis of the company. This analysis identifies internal strengths and weaknesses, as well as competitors, current and potential customers, the service offered, and the various advertising options adapted to the activity and size of the organization. Based on these results, services are adjusted to align with the real needs of the market. For this study, the 4P's (product, price, point of sale, promotion) and the 4C's (customer, cost, coexistence, and communication) are evaluated, which facilitates the creation of clear and effective strategies to achieve the proposed objectives. In addition, key steps are defined, such as setting marketing goals, designing strategies and planning advertising and promotion programs, ensuring the viability and profitability of the plan. The importance of maintaining constant communication and revising the plan on an ongoing basis to adapt to changing market dynamics is highlighted. This proposal is presented as a practical guide to increase the association's income and contribute to the economic reactivation of Lago Agrio. Finally, it is recommended to implement the marketing plan in the short, medium, and long term.