STRATEGIC MARKETING FOR THE BUSINESS POSITIONING OF TONITO WASHING MACHINE AND LUBRICATOR IN THE QUEVEDO CANTON

Currently organizations are developing competitively in the business market, where they must not only live with the successes of the present, applying strategic marketing tools to win market and thus increase economic income, as it is in this area of the automotive sector being a field of permanent intervention for scholars and management professionals in the marketing processes, washing and lubricating vehicles are with problems to make themselves known and offer their products and service where the scientific question is born: How to contribute to the positioning of the company Lubricadora y Lavadora Tonito? This allows us to design a strategic marketing plan for the business positioning of Lavadora y Lubricadora Tonito in the canton of Quevedo. In order to solve the research, the qualitative and quantitative methodology was used, from the available methods such as inductive, deductive, synthesis and historical theoretical analysis, applying mathematical statistical methods. A diagnosis of the SWOT matrix, an internal and external analysis were carried out, which allowed executing the strategic direction that was missing, achieving in the course the objectives to execute the strategic marketing plan that will allow the Tonito Washing and Lubricating Machine to be known in Quevedo.