Plan de marketing para fortalecer el posicionamiento de la empresa “Autos del Sur” en la ciudad de Cuenca en el período 2021-2024

Abstract

Autos del Sur is a company based in Cuenca - Ecuador which is relatively new in the Azuay market. The brands it commercializes are Mazda and those belonging to the FCA group (Fiat Chrysler Automobiles) Fiat, Jeep, Dodge, and Ram; being new brands in the market except for Mazda which was previously distributed by the Impartes dealership. Although these brands are well known in the world market, it has been a challenge to be able to position itself as an official dealer with its name "Maresa Cuenca" in the city. The company was inaugurated on 25 June 2017 and during this period no tools have been implemented for the development of marketing strategies; it has worked empirically, obtaining not the best results. Thus, the idea arises to develop a Marketing Plan that aims to help the company to increase its participation, this is an important tool that allows better management within the company, and it will be applied to make the company more competitive in the market, thus contributing to the positioning in the minds of consumers and in the local market. In the development of this, we start with an analysis of internal and external factors of the company, then field research will be carried out, accompanied by tools such as surveys and interviews, and finally, we will present the appropriate strategies to improve the positioning of the company and its brands in the market with the previous results.