Diseño de un plan de comercialización de la ferretería “La Oferta de Emily” parroquia Salasaca

Abstract

The objective of this titling work was to carry out a research project called "Design of a marketing plan for the hardware store - Emily's offer " from the parish Salasaca, through the execution and establishment of competitive strategies to increase the sales margin and the efficient positioning in the market, as far as the methodology is concerned, this research obeys the quantitative and qualitative modality, since statistical data of the studied variables were obtained, likewise each parameter is interpreted and analyzed in detail, for the collection of information, three investigative instruments were used, such as surveys, interviews and tests for the measurement of competence, with regard to the surveys, a total of 367 were applied, of which it was determined that the main reasons why customers buy hardware products are for work related to the civil work and buildings construction with an acquisition frequency of 2 times per week, likewise it was determined that the decisive factors for purchasing hardware materials is because of price, the quality and the guarantee. The people surveyed also asserted that almost always they manage to obtain the products of their interest, on the other hand, the matrix of competencies allowed to identify the operational and marketing situational state of the analyzed competition, thereby obtaining that the economic hardware store is in a strong position while the Masaquiza hardware store is in a weak position. All these parameters have been considered for the elaboration of commercial strategies that allow to increase sales and customer acquisition, thus recommending the execution of the proposed strategies to improve the commercial positioning of the hardware store Emily's offer in the market