Resumen

Royal Films, a company dedicated to the film industry, arrived in the city of Ibagué approximately in 2014. It was located in the Acqua Power Center thanks to the friendly relationship between Mr. Jaime Osman and the owners of the mall. The arrival of Royal Films cinema promised a high expectation, however, it found two competitors that threatened its entry and positioning in the city. The first of them was recognized by its trajectory at the local level, a cinema owned by the United States and the house Cine Mark Holdings, Inc., internationally positioned as one of the three most recognized chains in the world, Cinemark managed to position itself in the city of Ibagué and be recognized for its special days and offers in confectionery. The second competitor is Cine Colombia, a company that belongs to the Santo Domingo Group and has a national presence, which in a short time managed to position itself as the leader in prices and positioning. With the panorama that Royal Films was experiencing, the company's managers and administrators were not satisfied with the sales made and the positioning obtained to date, as the Ibagueran population had little knowledge of the company and film strategies, became ineffective ways to achieve the proposed objectives. The Royal Films brand in Ibagué managed to position itself with the image of a costly cinema, and due to a lack of investment in advertising or directing of its advertising concepts, the brand has lost the opportunity for its potential clients to know the different services available in the cinema. Another factor that affects the positioning of the company is the location in which it is, and this depends to some extent on the concept that has the shopping center Acqua Power Center in the mind of the Ibaguereños. According to what has been expressed, this document contains: an analysis of micro and macro environment, the results of market research, and finally, a marketing plan that seeks to identify the factors that have the greatest influence on the current positioning of the company, as well as finding different alternatives and strategies that support a viable solution for the film company.