Plan estratégico de comercialización para la Empresa Artesanal Calzado “Santi”, en la parroquia Picaihua de la provincia de Tungurahua, cantón Ambato a partir del segundo semestre del año 2015

Abstract

The present research work, strategic plan of marketing, in the ”SANTI” footwear handi craft Company, in the Picaihua Parish Tungurahua province, Ambato canton, from the second semester of 2015 aims to satisfy real needs, and specific operations preform, through strategies achieving the customer`s complete catchment, and being national leaders in the field of footwear. Fort research, an analysis of Strengths, Weaknesses, Opportunities, and Threats(FODA) Carried out, that allowed verifying the current situation of the company, surveys carried out to the Ambato population, allowed to know the objective market of the entity, encountering the following finding: Customer service deficiency,, prices are not accessible, little adverting lack of staff training. The present proposal will allow to enable them to become known in the footwear market through the media, achieving the company position, and thus to increase the coverage in the national market. The research paper recommends the application and monitoring of proposed strategies in order to have greater participation at local and national level.