Diseño de estrategias de comercialización para Red Market Supermercados, de la ciudad de Riobamba, provincia de Chimborazo

Abstract

This research work Design of strategies of commercialization for RED MARKET supermarkets, of Riobamba city, Chimborazo province has the main objective of increasing sales and the positioning of the company through innovative strategies that help to improve the commercial activities and Customer Service. Research was carried out through surveys to potential customers belonging to 4 public institutions of the city: Brigada Blindada Galápagos, Magisterio de docentes Riobamba, Workers Union GAD Riobamba, Workers Union Espoch, who manage a direct credit agreement with the company. The methodology that was used to know the current situation of the company was through an analysis of the micro and macro environment of the company, with a SWOT and RMG analysis that allowed obtaining relevant information about the research. In the same way the structure of a marketing plan was used due to the close relationship between commercialization and marketing. It can be identified that the commercial company RED MARKET needs to offer its customers more purchasing options to the client through prices, promotions, advertising, and improving the customer service, differentiating, improving the positioning and increasing their sales. The research proposal is based on strategies that were designed based on a market study and the use of the tool 7p’s of marketing mix, in order to increase the sustainability and correct marketing of the products. It is advisable to execute this project and meet the objectives and goals established in the company.