Propuesta de estrategias de comercialización para incrementar la participación de mercado de la Empresa “Buen Pollo del Valle” en la ciudad de Ambato provincia de Tungurahua

Abstract

The Proposal of marketing strategies to increase market share of the company “Buen Pollo del Valle” in the city of Ambato, Tungurahua province. To Know the enviroment of the company, the acceptance of the product, the main competitors and the current situation of the same, it uses tools such as: a PEST analysis, a market study to the commercial premises, a matrix of evaluation of the competitive profile and finally a SWOT analysis evaluating the company itself. As a result it was obtained that the direct competition was the Mr. Pollo brand of the company PRONACA, also that the commercial premises know of the brand Buen Pollo del Valle, but do not market it. To optimize the performance of the company; It has been proposed, strategies such as: Improve packaging, expand the product line, offer special prioces for purchase volumes, improve the sales unit, make agreements with restaurants, direct marketing, among others. In order for the company to optimize the development of its activities, it has been recommended to remain at the forefront of the breeding of birds; in marketing, conduct greater publicity and promotion, as well as make efforts to hire more staff.