Valoración de la comunicación comercial de centros comerciales de la ciudad de Riobamba período 2013, caso práctico Mall del Centro

Abstract

The present paper is about Commercial Communication Assessment of Shopping Centers belonging to Riobamba city in 2013, at “Mall del Centro” in order to establish marketing strategies which let to position its products to increase its list of customers and level of sales. Strengthens and weaknesses of the enterprise as well as opportunities and problems into the market were analyzed to determine the enterprise performance with the competence and its positioning. Survey by means of direct observation and interpersonal communication, written and virtual material were used as methodology to apply the investigation in the market. Techniques to elaborate the Communication proposal were established according to the gotten results in the study by bringing up adversiting, promotion, public relations, sale volume and direct marketing strategies. This is the first difficult step that must be complemented with the operational plan and the appropriate monitoring and controlling to make sure that activities and functions are developed with responsibility. It is recommended to implement this communicational proposal so that, enterprise can increase the sales and consequently profitability regarding that these are designed to cover the investment value and the schedule of activities to reach the wished positioning and so, to establish new marketing instruments in order to consolidate the corporation image locally giving a quality sail to the competence.