Merchandising para incrementar la rentabilidad de la empresa comercial san francisco en la Ciudad de Riobamba

Abstract

The present study focused on a topic entitled "Merchandising to increase the profitability of Comercial San Francisco company located in Riobamba city", was aimed to develop a merchandising plan to increase profitability by improving the customer experience. To carry out this study, a methodology was implemented that combined qualitative and quantitative approaches, using both primary and secondary sources of information. A non-experimental cross-sectional research design was used, focused on data collection at a single moment, without manipulation of existing variables. The population under study was the economically active population of Riobamba city projected until 2023, types of documentary and field study and instruments such as a survey applied to the aforementioned population, identifying the lack of organization of the product, such as one of the main areas of improvement within the company. The proposal is based on the analysis of various factors using tools such as SWOT analysis, Porter's matrix and POA. It is concluded that the company presents areas of improvement, highlighting the presentation of the product and the interaction with the customer, with the objective of increase the profitability of the company and have a better positioning within the market, with the help of least squares and ROI we have identified a sales growth rate of 15% projected until 2025 and a return on investment of $136.43.