Diseño de estrategia de comercialización para la Compañía de Transporte y Comercio Curillo Llanganate S.A., del cantón Ambato, provincia de Tungurahua.

Abstract

The purpose of this degree work is to search for marketing strategies for the products marketed by the Curillo LLanganate SA. transport and trade company located in the Ambato canton. In the Investigation, surveys were conducted on Wholesale Market merchants, which are dedicated to reselling the products transported by the company to meet the needs of the final consumer. When evaluating the results, the merchant’s ideology was visibly obtained on the important characteristics that the product must have such as price, service, especially the quality of the product, thus exposing the distinctions they have at the time of making their purchase. Four matrices were used with the components of the marketing mix, Price, Product, Plaza, Promotion through which the product’s marketing strategies were defined in a clear, simple and efficient way for the satisfaction of the clients and the profit of the producers of the company by improving its sales and profitability. In conclusion, the results of this research allow us to see clearly the different needs that traders have as seek to increase in the basic basket of the final consumer a quality product that provides the necessary nutrients for family consumption, as well as the profitable contribution for the merchants as well as for the partners of the company It is recommended to use marketing strategies properly to continue creating interest in the merchants offering them alternatives to acquire the product, in this way the merchants will be pleased with the purchase they make.