Propuesta de estrategias comerciales para mejorar la participación de mercado de la Empresa Construhogar en la ciudad de Riobamba

Abstract

The present research is a proposal of commercial strategies to improve the market share of the company Construhogar in the city of Riobamba, province of Chimborazo. Which will help to increase the market share; therefore, obtain a broader portfolio of customers and high volumes of sales within the company. A market study was carried out to the final customers, Strengths, Opportunities, Weaknesses and Threats (FODA), in addition, it was applied the matrix Boston Consulting Group (BCG), and the matrix developed by the Consulting Firm Rafael Muñiz Group (RMG); tools that served to have a broader view of the problem being studied. At present, the implementation of commercial strategies is paramount for companies since it depends on the success or failure of it. Therefore, it is essential to apply radio advertising, alternative media advertising, merchandising, sales staff training, sales procedures, motivation to the sales force, which will contribute to the increase in market share from being able to obtain a competitive advantage compared to the direct competition of the company; thus, satisfying the needs of the customers and their fidelity. It is recommended to apply the proposal designed in this research to improve market share and above all provide the attention required by customers to meet their requirements and needs.