Diseño de un plan de marketing para Almacenes Buen Hogar de la ciudad de Riobamba, provincia de Chimborazo.

Abstract

The design of Marketing Plan for Almacenes Buen Hogar in Riobamba city, Chimborazo province, during the period 2018, it was made with the purpose of establishing strategies and tactics to increase sales. A research technique such as observation was applied to obtain preliminary information from the warehouse. Surveys were applied to the population of Chimborazo province to know tastes and preferences of the clients; to the workers to determine the weaknesses in the warehouse. It was identified that Almacenes Buen Hogar does not perform promotions or advertising of its products, which is the reason, it has not been able to cover the national market; in addition the sellers do not treat the customer with cordiality and kindness and do not know the characteristics of the appliances. In conclusion we have that the marketing plan was designed in order to effectively reach its current and potential customers by providing a quality service, with trained sales personnel, advertising and promoting products for the brand to be known in the provincial and national market. Management is recommended to put into practice this Marketing Plan and establish corrective actions to improve customer service; a poor attention puts the customer at risk to look for competition to acquire there the devices.