Diseño de un modelo de gestión comercial para la empresa Automotores Riobamba S.A. de la ciudad de Riobamba, provincia de Chimborazo, en el periodo 2016-2017.

Abstract

The present certification work is a business management model for the company Automotive Riobamba S.A., in Riobamba city, province of Chimborazo in the period 2016-2017. The main objective is to improve the commercial management of the company; as for the modality of the research is concerned, it is mixed, because its focus is qualitative and quantitative. As data collection instruments, the survey was used to two types of population: the first one to the current clients of the company and the second to a small sample of the population in general, whose results contributed relevant information for the investigation in relation to the preferred brands of vehicles such as: Chevrolet and Toyota, motivated by their durability, price and ease of marketing in the automotive marketing. In terms of vehicle periods of change the potential customers of the canton carry out every four years and purchase is executed in the fairs and yards of used vehicles, the method of payment is in cash. A situational analysis of the internal and external variables was carried out to know the impact on the company, prioritizing the FODA analysis with conclusions were obtained were that Automotive Riobamba SA, does not have a manual of functions, lack of promotion and publicity making vulnerable to other competitors. Marketing strategies, design of a manual of functions, reinforcement of the corporate image, advertising promotion are proposed; a survey model was developed to measure the degree of satisfaction of the clients, allowing increasing the commercial positioning; a commercial management control plan was designed to follow up on the objectives and planned goals. It is recommended to perform the situational diagnosis every six months, applying the model focused on internal commercial management, work environment and market positioning, updating and analyzing the commercial management model, to maintain customer satisfaction and corporate image of the company.