Diseño de un plan de marketing para el mejoramiento de la competitividad de la Ferretería FERKONSA S.A., de la ciudad de Riobamba periodo 2017

Abstract

The design of a marketing plan for the improvement of the competitiveness of the hardware store FERKONSA SA, of the city of Riobamba period 2017, has been developed with the objective of creating strategies that contribute to the growth of the company. To have knowledge of the activities that were carried out in the company, it was necessary to make a diagnosis about the internal and external situation, which was carried out through research techniques and instruments, for the specific case, we applied surveys aimed at clients and employees, in addition an interview was conducted manager, which allowed associating the information in a reliable way with the observed facts, identifying with it the lack of commercial tactics, the lack of publicity and the inadequate handling of the accounts of the preferred clients. The research has proposed the design of a marketing plan that proposes a greater strategic cohesion through monthly promotions in hardware and construction products, increase in the amounts of purchases in installments for preferred customers and the transfer of merchandise in a Immediately and without cost, all these activities will be an indicator for the managers to correctly address their participation in the market. With the foregoing it has been concluded that the marketing plan will serve to determine the opportunities and strengths of the activity commercial, so it is recommended to consider the strategies proposed in the present work of titling.