Estrategias de marketing para incrementar las ventas de la empresa “Almacén Eléctrico Robalino Rosero”, de la ciudad de Quito.

Abstract

The main objective when developing the present theme was to implement marketing strategies to increase the sales of the company "Almacen Electrico Robalino Rosero". The company constantly seeks continuous improvements and customer satisfaction. One of the problems within the company is that, being a family business in the Ecuadorian market for more than 30 years, it had a lot of outdated information within the digital channels which limited the access to communication by the external customers. A diagnosis was made of the current situation of the company through matrices of marketing planning. Additionally, personal surveys were applied to the clients of the two commercial premises owned by the company, which helped to have a clear idea of the perception of customers, and consequently, that information was used to define the processes and strategies for solving the problem. In the results, it was shown that the company is not attracting new clients and that, on the contrary, the clients that it has are loyal to the brand, valuable information was obtained from the digital channels used by the clients and which will be the best channel of communication that can be used. Additionally, there was a lack of digital strategies that would allow the company to compete with similar companies, impacting the level of sales and the acquisition of new customers. It is concluded that there is weakness in the external communication of the company because it does not have digital strategies that allow a digital positioning and an effective direct communication with external clients. It is recommended to create digital channels such as web pages, social networks and use current social media marketing to establish an efficient, fast and timely communication with the external customer, in addition to creating customer service processes that allow greater loyalty.