Plan de marketing para incrementar las ventas del comercial “Tiendita del Veshy” de la ciudad de Riobamba, provincia de Chimborazo

Abstract

The "Marketing plan to increase sales of the commercial "Tienda del Veshy" in Riobamba city" is a research whose main objective was to develop a marketing plan for increasing income and sales of the commercial premises. The research methodology followed a qualitative and quantitative approach, while the research design was cross-sectional by collecting the information at once without manipulating the study variables. The type of research was documentary because the information gathered came from digital sources such as magazines, scientific articles, and papers, among other documents leading to the theoretical framework and the proposal development. The research techniques used were the interview and the survey. These questionnaires were addressed to the city's economically active population and the company personnel to get more information for this research. The essential data collected reported the need to find new suppliers to offer products at a better price in the market. Also, changing the company logo would be beneficial and appealing, and investing in advertising would allow the business to improve its current weak points. This information supports the need to implement the Marketing Plan proposed to increase sales. To conclude, it is necessary to create a new logo, apply for promotions in the store, implement billboards to position the brand and improve hanging techniques. Finally, Implementing this marketing plan is a recommendation to enhance the brand projection in the market and thus improve the positioning of the company and its profitability.