Sistema de comercialización para incrementar las ventas del Almacén Superhogar, ubicado en la ciudad de Riobamba, provincia de Chimborazo

Abstract

The objective of this titling work is to create a marketing system to increase the sales of the SUPERHOGAR store, located in the city of Riobamba, Chimborazo province, through strategies to differentiate itself from its competitors, providing a different purchase alternative, much more economic and so, take advantage of the opportunities that this sector offers. The methodology used is based on conducting surveys applied to the economically active population of the city of Riobamba, in addition to the development of the SWOT matrix that allowed to know the current situation of the company. Among the main findings we have: the majority of people surveyed make their purchases in large chains of household appliances with a track record and that have the direct distribution of the main brands of household appliances, but the weakness of these chains are their high cost of marketing. The policies and strategies presented in the proposal regarding acquisition, selection of suppliers, product, promotion and price in the marketing system are essential for the company to increase its market position and increase its sales level, therefore the immediate application of the proposed marketing system will allow prices and promotions to be established for the SUPERHOGAR store and thus be able to meet the objectives and goals set.