Auditoría de Marketing a Almacenes Credimueble de la ciudad de Riobamba, en el año 2016

Abstract

The present marketing audit to the company Almacenes Credimueble of the city of Riobamba, was carried out to determine if the marketing methods that are being applied within the company are the correct ones, as well as to provide the company with the current positioning within the market. In the company a direct observation was applied by the auditor, several interviews were carried out with the members of the company, especially with the heads of each area of ​​the organization, allowing to develop an internal and external analysis as well as to evaluate the competence that owns within the market of the city of Riobamba. The investigation determined that: Credimueble stores do not have branches in the province due to the lack of commercial management, there were shortcomings when offering their products for not having a successful publicity, it could be detected that the company does not have a database of well-structured clients. A final audit report was presented with its respective conclusions and recommendations to the manager of the company, which is essential and of vital relevance at the time of continuing with the administration of the company whose owner is the manager. The correct implementation of the suggestions indicated in the final audit report is recommended in order to comply with the administrative objectives.