Diseño de un modelo comercial para la “C.A. Ecuatoriana de Cerámica” de la provincia de Chimborazo, cantón Riobamba, periodo 2017

Abstract

The main objective of this research project is to design a commercial model that allows the positioning of the C.A. Ecuatoriana de Cerámica of the Chimborazo province, Riobamba canton, period 2017. The quantitative and qualitative methods were used to obtain the information; techniques, as direct observation were used for checking the information and the surveys, were conducted to current, potential clients and administrative staff of C.A. Ecuatoriana de Cerámica, Riobamba canton. The most important findings were the low participation in the market, the commercial industry is unknown and therefore of its product portfolio, lack of dissemination about the services that provide, most customers like to receive information about the company's products and services through radio and social networks, lack of positioning strategies. For the application of the proposed strategies, three months are determined as time according to the proposed schedule. According to the results obtained in the present investigation, it can be affirmed that the commercial model is feasible, so its immediate application in C.A. Ecuatoriana de Cerámica of Chimborazo province is recommended.