Propuesta de estrategias de gestión comercial para fortalecer las ventajas competitivas de las pequeñas y medianas empresas de explotación minera de la provincia de Chimborazo, caso de estudio Cantera San Andrés del cantón Guano, periodo 2013

Abstract

The conducted research proposes that the Commercial Management will allow strengthen the competitive advantages of Small and Medium Enterprises (SMEs) from mining in Chimborazo Province, study case San Andrés Quarry; Guano Canton, San Andrés Parish, Sector San Andrés Curve Panamericana Norte. The San Andrés quarry does not count with comercialization strategies that allow having acompetitive advantage and increase sales, that is why, adetailed study was made to the rnining industry about the building material, history and evolution. Therefore, the San Andrés quarry analysis, strengths, opportunities, weaknesses and threats, the internalworking environment, competition, among others; so, looking for the way to solve the shortcomings found, prioritizing the market research; market segmentation, which are targeted surveysand with the results obtained let to know the new strategies that help to develop the spirit of competition of the San Andrés quarry and excel between others. With the strategies it is expected increase the benefits and achieve the organizational objectives with reference to the product, price, place and promotion; in the interest of the wider comunity and of the environment, also, the integrality consider the local customer.