The present work under the title "Marketing plan of the company INDUSTRIAS DE
SEÑALIZACIÓN Y SEGURIDAD VIAL INSEGVIAL SA of the city of Quito", has as
main objective to Design a Strategic Marketing Plan that allows to organize and to plan
the operation of the Company INSEGVIAL SA , For which it is planned to carry out the
internal and external diagnosis of the company under study to determine and analyze the
possible weaknesses, strengths, opportunities and threats that influence its efficiency;
Where in turn, this enables the determination of the objectives to be followed and the
strategies to be implemented which are restructured and organized through the proposal.
The methodology used is the one established by the Israel Technological University,
based on the mixed approach, using analytic-synthetic and inductive-deductive
methods; The methods of data collection that were used were mainly the review and
analysis of documentation and survey of the representatives of the construction
companies as a primary source, and as a direct observation. The main results obtained
indicate that the strategies to be followed by the marketing area are: increased
advertising, sales promotion, sales force, public relations and interactive communication
(media such as internet), Social Networks, Web Page, sent Mass mailing, radio
advertising, billboards and using telephone networks to send bulk sms. Finally, the
budget for the marketing area was developed for the development of the proposal,
which is projected for a period of five years.