Diseño de estrategias de comercialización y ventas para la Asociación “Emprendedores 21 de Abril” del cantón Riobamba, provincia de Chimborazo

Abstract

This research is about the design of marketing and sales strategies for the Association of Entrepreneurs “21 de Abril” in Riobamba canton, Chimborazo province, it is oriented at maximizing the percentage off sales that is why it seek to increase the participation of market share that allows the campany to be recognized. In order to meet this objective, field word was carried out through surveys of thee members off the entity as well as customers, consumers and other people; the director was also interviewed. It was discovered that the company has some shortcomings as the lack of innovative strategies that make the Association is not recognized; therefore, sale are not as expected, there is a lack of recognition with regard to the products which are offered, besides the members do not have training periodically. The proposal presents and effective strategies for advertising, promotion, communication, prices and above all loyalty, as well as training in design and sewing for members. It is recommended to implement this degree word since it will achieve recognition, positioning of the brand and its products, enhancing the quality factor which is its differentiating element.