Plan de merchandising para incrementar la rentabilidad en el punto de venta de la microempresa “Dulce Miel” en la ciudad de Riobamba, provincia de Chimborazo

Abstract

The presen study pretends to implement a merchandising plan that will help to increase profitability at the sales point in a small cap company called Dulce Miel located in Riobamba city, which constitutes a professional contribution for the company due to the topic proposed by the researcher was approved by the owner to apply the knowledge acquired in his academic training. According to the problem outlined and the application of the right methodology, the study was carried out using observation cheklists by the expert method, an interview to the owner of the company through the RMG matrix and surveys to the company's current clients. As a result, it was discovered that the company, in particular at marketing and merchandising areas show some technical limitations that prevent the company to obntain significant profitability. Considering these results, it is evident that the company Dulce Miel has not made efforts to increase its sales and growth. This situation has developed a merchandising plan focused on increasing profitability at the sales point by creating a showroom store. This plan is made up of merchandising strategies to promote customers and buyers expectation, giving credibility of excellence to a corporate brand.