Modelo de gestión de comunicación integral con énfasis en merchandising en la Empresa “Comercial Superllanta - Tecnicentro” de Riobamba para el posicionamiento de sus productos período 2015

Abstract

The comprehensive communication management model with an emphasis on merchandising in the Superllanta – Tecnicentro Company, located in Riobamba with the aim of providing better customer service to increase profitability and maintain its positioning and market share. This study was based on the company`s scenario using the inductive method in which a diagnosis of the situation of the company was established for the sale of the products distributed; the synthetic analytical method allowed to detect the strategies of commercialization applied by the company, finally the descriptive method was used to describe the data and characteristics of the population. The information was obtained through interviews, surveys and direct observation were the owners of the company, customers; private individuals RMG participated in order to elaborate the requirements of the company. It was evidenced that the company is located in the wall zone since the score obtained was between 1 and 2 points, determining that the company has a deteriorating image in the market; so it is necessary to implement the marketing. With the use of MGCI application it is possible to create a favourable climate for the customers and thus obtain a good profitability for the company. It is recommended that the company apply an MGCI with an emphasis on merchandising proposed to generate an adequate environment in the place, to increase its sales and to improve the way of presenting its products to achieve a better corporate image.