Plan de merchandising para incrementar la rentabilidad de la empresa “Electrosonido La Casa del Parlante” de la ciudad de Huaquillas

Abstract

This research work called Merchandising Plan to increase the profitability of Electrosonido la casa del parlante in Huaquillas city has as the main purpose to know the benefits of a strategic plan that helps improve the economic stability of the company. For the development of the research, a qualitative and quantitative approach was taken which allowed the correct analysis of the information obtained, for the data collection, observation cards into the place under research were applied and a survey of potential customers, the research method used was descriptive and the non-experimental because the research was performed only once and has not yet been implemented. Therefore, the obtained results showed certain weaknesses, such as the lack of products rotation, the scarce lighting on hangers or showcases, the inadequate color inside the facilities, lack of information or POP material, among others; therefore, it is considered very important to apply a merchandising plan within the establishment. This leads to the conclusion that the strategies proposed in this merchandising plan will allow the optimal allocation of space, as well as the proper use of the hangers and the ordering of products for the customers' scope, through the color of the establishment a better experience will be projected and thanks to the exposed fragrance, customers will choose to stay longer in the premises with the purpose that pleasant purchases lead to improved proposed activities, this will create positive growth in the organization and therefore promote economic sustainability.