Propuesta estratégica de comercialización para mejorar la gestión de distribución y logística de la empresa S.A. Importadora Andina S.A.I.A sucursal n°8 de la ciudad de Riobamba, provincia de Chimborazo.

Abstract

This research is strategic marketing proposal to improve the distribution management and logistics of Importadora Andina Company S.A.I.A branch number 8 of the city of Riobamba, Chimborazo province. Which help to rise sales, increase client portfolio and this way, to get higher profits begin a productive and highly competitive Company. It was carried out a market research to final consumers and a SWOT, consequently an RMG matrix and sales indicators were applied which provided a broader view of the problem under study. Today the implementation of business strategies is very essential for companies because the success or failure depends on it. From the foregoing, it is essential to implement the following business strategies: Advertising on different media, merchandising, sale promotions, training sales personnel, market coverage, customer service, inventory control and motivation to sellers, which will contribute to increase market share achieving a competitive advantage against its competitors maintaining a good management of logistics in the activities, thus meeting the needs of customers and their loyalty. It is recommended to apply the strategies designed in this research for the improvement of distribution and logistics of the Enterprise.