Propuesta de Merchandising para el mejoramiento y estandarización de los procesos de comercialización en la empresa Almacén Marthita de la ciudad de Santo Domingo de los Colorados

Abstract

The purpose of this research work is to make a merchandising proposal for the improvement and standardization of the marketing processes in the company Almacén Marthita in the city of Santo Domingo de los Clorados. The present proposal is directed to propose merchandising strategies that are useful to improve customer satisfaction, to exceed their expectations, to generate loyalty, and to create a positive image of the commercial place leading the competition. To achieve these goals is important to know the habits, behaviors and motivations of buying, likes and preferences of actual and potential customers that are evidenced through the use of marketing tolos such as the market study. This was performed with the application of surveys and prosecutions. Data and results with the SPSS software that will later serve to make future decisions together with the diagnosis of the current situation of the macro environment and microenvironment of the company. The proposal based on the analysis and research was designed to create merchandising strategies and standardization of processes to contribute to the commercialization taking advantage of the opportunities for the change and improvement of the establishment. In conclusion, through the proposals such as: the orderly distribution of products, the improvement of the environment, the internal and external image of the premises contribute to achieve the profitability objectives of the company by providing the greatest satisfaction to the customer during the purchase and stay in the commercial premises.