Plan de merchandising para la Empresa “Casa Musical Pino” de la ciudad de Riobamba

Abstract

This research project named "Merchandising Plan for the Casa Musical Pino of Riobamba city" has the purpose of improving the commercial activity carried out by the company, as well as increasing the level of customer's satisfaction to generate better profitability and positioning. The research was developed based on the qualitative-quantitative approach that allowed the correct analysis of the relevant information. An interview implemented to the enterprise manager, observation sheets applied to both the premises subject to the investigation and, also to the businesses that are considered as competition and finally surveys, which were practiced to the current customers of the company. The results obtained showed that the company has multiple weaknesses, mentioning among them the lack of a good organization of both the furniture and the products, the colors used in the decoration of the premises, the absence of POP material, among others. This Merchandising Plan proposes strategies that will allow the distribution of spaces in an optimal way as well as the colors, music and, aroma that must be used within the business to provide a pleasant shopping experience, resulting in a better commercial activity, and thus, higher income and better positioning. It is recommended that the proposal be applied as it will generate highly growth for the organization.