Marketing plan to strengthen the chocolate positioning of the Fortaleza del Valle corporation, Bolívar canton

Abstract

The main objective of this research was to design a marketing plan to strengthen the positioning of the Fortaleza del Valle-Cantón Bolívar Corporation’s chocolate at a domestic level, for this purpose, a scheme of activities was structured which were developed by means of an organized sequence beginning with the approach of the problem and its justification, then we proceeded to revise the literature that allowed us to construct the conceptual and referential theoretical framework with relevance in the variables of the study, subsequently, the necessary methodology to obtain the results, incorporated the tools (interview guide, PEST analysis, competitive profile matrix, benchmarking, IFE matrix, questionnaire) and techniques (interview and survey) in correspondence with the study. In each of the activities to be developed, later the sampling was carried out, the realization of a questionnaire for the application of a survey in which five of the most important cities were considered, resulting in 384 respondents that were divided according to the size of the population. In the last phase, chocolate positioning strategies were designed by schematizing them in the matrix 5w + 1h for a better appreciation according to the characteristics of said instrument, the results obtained allowed us to establish a new vision of the growing desires of the corporation which through the implementation of the strategies will facilitate the task of recognition and subsequent positioning inside and outside the province.   Keywords: marketing; strategies; advertising.