Elaboración de estrategias de marketing para el fortalecimiento de la marca de la empresa BCS ÖKO GARANTIE Cía. Ltda. Ubicada en el cantón Chambo, provincia de Chimborazo para el periodo 2018 – 2019
In the present document has determined the problem that owns the company BCS OKO Garantie Cia. Ltda. with respect to marketing strategies that have been implemented over the years, strategies that have focused much on the commercial side and have neglected the positioning and evolution of the brand. For this analysis, first it has been done a situational study of the company, both internal and external factors. It was considered important to carry out a market analysis to determine which certifying companies currently exist in the Ecuadorian market and to know which certifications are demanded internationally, in addition to conducting a focus group that aimed to know the benefits of certification and what is that current and potential customers are looking for. Through this information it was possible to develop strategies focused on customer loyalty, obtaining potential customers and positioning the brand. All these strategies have been focused on categorized customer segments and the brand has been promoted in specific media in order to capture the attention of potential projects. As a last point, a financial analysis was carried out to determine the quantitative results of each the implemented strategies, with this analysis it was possible to determine the ROI of marketing which had a positive result and confirming that the strategies implemented have caused the expected impact. At the end of the present work, some recommendations that are useful for the construction of marketing strategies for the year 2019 were suggested.