Propuesta de estrategias de comercialización para la Empresa La Herreria, para incrementar su participación en el mercado del cantón Patate, provincia de Tungurahua

Abstract

Personal of merchandising strategies for the company ¨La herrerìa¨, to increase its participation into the market of the Canton of Patate, Tungurahua Province. In light of a highly competitive market like drinks and liqueurs, for its development, it was used the following methods and tools such as: a market study between the population of the canton, an PEST (political, economic, social, technological) analysis, a competitiveness matrix, finally a SWOT (strengths, weaknesses, opportunities and threats) analysis, among which allow to perform the diagnostic both internal and external of the company in order to obtain criteria and diagnostic its actual state. As a result it was obtained that the direct competition is ¨Baldore¨ wines, the Canton inhabitants know the ¨Pisko¨ liquor. To optimize the performance of the company, it was proposed the following strategies like: Improve the label of the product, extend the range of products, offer special prices for volumes of purchase, improve the sales and collection unit, realize trade agreements with shopping centres, direct marketing, among other things. So that the company optimize the development of its activities, it was recommended to stay ahead of the production such as the merchandising, to realize a better advertising and offer, as well as making the effort for recruiting more staff.