Plan de merchandising para la maximización de la rentabilidad y posicionamiento de la Empresa Big Copy Printer, en la ciudad de Riobamba

Abstract

This research work aims to make a merchandising plan to maximize the profitability and positioning at enterprise BIG COPY PRINTER, in Riobamba city. It was with the purpose of increasing level of customer satisfaction, how to increase the profitability and positioning at enterprise. The research was developed using the quantitative and qualitative methodologies that contributed to the analysis of the information; an interview was made to the manager at enterprise, observation sheets and surveys applied to customers. Given as result the point of sale has several shortcomings in its structure such as the distribution of spaces, lack of publicity, good business identity and lack of marketing strategy were not found. This research proposes the correct distribution of spaces, fragrancy, music, color and advertising at point of sale, in order to maximize the profitability and positioning at enterprise, as well as creating job opportunities for citizens. It is recommended the application of proposal; it will be of great importance for the entity and will contribute to the growth at enterprise.