Diseño de un modelo de gestión comercial para incrementar la cobertura de mercado de la Pre-Asociación De Mujeres Indígenas de Pulinguí de la Dirección Distrital Chambo-Riobamba-MIES, provincia de Chimborazo, año 2015

Abstract

In the parish of San Andrés, belonging to the Guano canton, it is located the pre association of indigenous women who are from Pulinguí, which is dedicated to the development and marketing of hand-women garments, made on with the original fundamental supplies from the native animals. The organization emerged in 2009 with lacks social recognition because its limited financial capacity, it has prevented adequate development, the results in its income and poor market elements were analyzed for this titling work mainly covers the design of a business management model, which contains a series of tactics and guidelines that must be based management to meet the goals those have been raised. The proposal includes the identification of the most pressing needs in the organization, the objetives which it is achieved, diagnosis or baseline as well as the proposal to improve the short, médium and long term. The theoretical foundation exposed variables identified in the research topic, which allow easily, justify the proposed model. It was used as main resource the results of market research, it was possible to identify the competitive position of the leads, product acceptance, user satisfaction levels, etc., transcedental elements that allowed formulating marketing strategies and comunication for organization. Finally, this research establishes as a tool for controlling and managing the Balance Score Card, which allows value propositions, to achieve the strategic objetives on which will select the most suitable, the same that will become strategies applied ensure better performance of the organization, and therefore socio-economic development of the area, which generates a marked influence.