Diseño de estrategias para mejorar los procesos de comercialización de la Distribuidora Super 1001 de la ciudad de Santo Domingo, provincia de Santo Domingo de los Tsáchilas

Abstract

To carry out a "Design of strategies to improve the commercialization processes of the SUPER 1001 Distributor of the city of Santo Domingo, province of Santo Domingo de los Tsachilas", is the purpose of this research work in order to assist its representatives for making decisions about the company marketing processes. The methodology carried out for the research development was the direct observation, the survey directed to employees and workers and the interview directed to the manager-proprietor that allowed knowing about processes of commercialization for the acquisition, control and merchandise sale. Another way of knowing about its situation and problem was through the interpretation of financial statements and the realization of a FODA analysis composed of macro and micro environment factors, strategic profile of external and internal forces and answer´s capacity. From this process, a strategic list was generated for the creation of the FODA Matrix, which based the design of general strategies to create alternatives, strategies and goals. The Distributor SUPER 1001 shows absence of strategies have affected the commercialization processes, specifically in the acquisition, control and sale of merchandise corresponding to the internal Microenvironment, due to the fact that according to the SWOT analysis the greatest weaknesses are found in the departments: Financial, Administrative, Commercialization and External Micro-environment. It is recommended to take as a reference, strategies elaborated in this research work carried out in order to improve commercialization processes of Distributor SUPER 1001.