Trade marketing para incrementar la rentabilidad de la empresa balanceados nutritivos de la cuidad de Riobamba provincia de Chimborazo

Abstract

The investigation was developed in a producer company called Balanceados Nutritivos located in Riobamba city, as mentioned by the owner of the company, a study that constitutes a professional contribution to the company. The selected topic will allow projecting and putting into practice the knowledge obtained in the academic training process with the elaboration and design of a Trade marketing to improve the profitability of the company Balanceados Nutritivos located in Riobamba city. Depending on the problem and applying the relevant methodology, the research was carried out, the results determined that Trade marketing and personal merchandising show evident limitations and failures in its technical management. On this basis, the company has not made efforts to increase its positioning and thus achieve sustained growth. This reality has been analyzed under a duly articulated theoretical and conceptual framework, a Trade Marketing has been designed which is focused on activating the profitability and commercialization of the company Balanceados Nutritivos in which a situational analysis was observed, the connection of these elements of business direction and the application of strategies focused on Trade marketing both visual, management and seduction in order to project a corporate image of excellence and attraction.