Diseño de un plan estratégico de comercialización para el local comercial “Tradiciones” ubicado en la ciudad de Riobamba, provincia de Chimborazo.

Abstract

The current research is aimed to search for marketing strategies to ―TRADICIONES‖ store, located in Riobamba city, which is dedicated to sale and rent of costumes and suits. Surveys conducted to women from Velasco parish were applied in order to validate the results and check whish of the chosen aspects are clear indicators to measure the important characteristics that the product should have such as: price, service and above all the quality. Exposing the differences that the customer has when making his/her purchase. Four matrixes with the components of marketing mix like: price, product, place, and promotion were used to define the marketing strategies which will be used in an effective and efficient manner in the business. By means of these strategies, the satisfaction of the final consumer and the benefit of those who works in ―TRADICIONES‖ store will be met becoming the base of multiple actions carried out to improve business profitability. In conclusion, the results obtained will allow to observe the aspects or tactics used to achieve the goals set, taking into account that the offers made to the clients must be fulfilled since the success or failure of the business depends on them