Políticas y estrategias para incrementar el volumen de ventas en el Almacén “Puro Cuero” de la ciudad de Ambato, provincia de Tungurahua en el año 2016

Abstract

The objetive of the present titling work is to develop policies and strategies to increase the volume of sales in the “Puro Cuero” warehouse of Ambato city, Tungurahua province in the 2016 year, opting for the implementation of a plan of policies, and strategies of modern marketing and relating them to new technologies, by using a qualitative-quantitative approach which allows us to obtain field information by applying techniques such as customer surveys, interviews with the owner of the store and observation sheets. The obtained results showed the need to train staff in customer service and sales strategies to provide a better service, in addition to having a better and varied stock of footwear materials, while customers argued that greater store advertising is necessary to make themselves known even more in the market. A plan of policies and strategies is proposed with the collected data. A FODA analysis carried out that specifies the strategic direction and clearly mentions the strategies to establish the cost and duration of the Project. The mission, vision, and business values were instituted in a participatory manner with the members that work in the warehouse, which allows the achievement of the goals and the crystallization of the results, they were documented and socialized. The sales strategy plan will recover customers and safeguard the employees’ employment in the “Puro Cuero” warehouse, carrying out constant training and developing new forms of service to sustain themselves as leaders in the field of footwear business.