“El marketing de Guerrilla y la cuota de mercado de la empresa Granitos Israel de la ciudad de Ambato”.

Abstract

The company Granites Israel, is dedicated 8 years to the sale of finished granite construction specifically, time when placed on the market quality products to meet market needs, generating a sales process and highly competitive positioning.

Thus generating new business opportunities has determined the need to change based on the generation of new benefits by promoting marketing strategies to establish guerrilla marketing techniques to improve market share and market position.

In the research process the data yielded allowed the implementation of population surveys established allowed to meet the needs of field and get a better participation in the environment, so that competitive actions stated in this sense it is concluded that there is no guerrilla marketing plan to promote the revitalization of the brand image in the environment affecting the investment.

In this regard it is proposed to establish a plan for guerrilla marketing in which each of the actions are aimed at generating maximization of corporate image in order to access customer loyalty in the middle and to position itself as a benchmark of quality and service the construction industry.