Evaluación de las oportunidades de mercado de la Empresa Cashmere para mejorar su posicionamiento en la ciudad de Riobamba

Abstract

This research work poses to do “Assessment” of market opportunities for CASHMERE company” to improve its position in the city of Riobamba. CASHMERE, a company that performs its duties in the textile market, has a strong track record in the city of Riobamba; dedicated to the manufacture and sales of suits for men, in addition selling imported cashmeres and formal pieces of clothing. This paper aims to diagnose the situation of the company for that it has been used different tools such as strategic matrixes survey to collect customer information and propose strategies to improve the performance of CASHMERE company in the market. To fix the economic situation and improve the positioning of CASHMERE, it has been raised strategies such as training employees, find new suppliers, using technological tools, new packaging, improve the internal appearance of the shop, among other strategies that will allow in short and long term to build a new image and structure of the company. As a result of the analysis it was found that the main competition is its neighbor Company “PASTOR´s tailor shop”. In addition, it was determined that most of gentlemen know CASHMERE, but have not bought into this company. It is recommended to the company CASHMERE, to improve their work environment for better employee performance and business together, find new suppliers, and, most importantly, offer and make new products to attract new customers, increase their sales and improve its positioning.