Resumen

The positioning of the company and a product, in the minds of consumers, is an aspect that today allows dealing with the growing supply and demand in the market, as well as the constant emergence of new competition, which seeks to monopolize the massive attention of new clients; This research seeks to implement a marketing proposal for the company TOMMY BICICLETAS which has a history of 10 years within the national market, improve loyalty to the brand's products, as well as its current positioning and differentiation from the competition, through of the construction of a marketing plan, with an applied research, since its purpose is to help in the resolution of present practical problems, elaborated under the use of organizational diagnostic tools such as matrices (FODA, EFE and MACKENSEY) that allows to carry out an evaluation of the strong and weak factors, an internal and external scale, within the company, carried out in search of proposals for improvement plans, such as market positioning strategies (4p's of marketing), segmentation strategies (segmentation geographic, piscographic, behavioral) and digital marketing strategies (Website and network positioning s social), as well as alternatives that allow a better positioning and commercial performance to the company.