Impacto del merchandising en el incremento de las ventas en la empresa Bahicentro Sport, cantón Guayaquil.
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Fecha
2017
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
Este proyecto se enfocó en realizar un análisis de mercado para conocer las razones que afectan al negocio y repercuten en las ventas de la empresa Bahicentro Sport, ubicada en la ciudad de Guayaquil. La investigación permitió conocer la participación que mantiene actualmente la empresa y tener una mejor visión del problema, donde se encontró que los clientes no se acercaban al establecimiento por la falta de surtido, un escaparate llamativo, incentivos de compra, fachada tanto interna como externa del local, señaléticas y publicidad, para mejorar lo antes mencionado la empresa deberá hacer publicidad, tener más surtido, un escaparte que llame la atención de los clientes, señaléticas por todo el establecimiento y dar incentivos promocionales como recordación de la marca a sus clientes por las compras que realiza, también se lograra medir la cantidad de personas que se encuentran fidelizados con la empresa, saber los gustos y necesidades del cliente, estos aspectos permitieron un mejor desarrollo del proyecto. Por último, se desarrollaron estrategias de merchandising orientadas a dinamizar la comercialización de los productos que oferta la empresa e incentivar la compra por impulso que es lo que se quiere lograr para que la empresa Bahicentro Sport mejore su posición en el mercado y esto se vea reflejado en las ventas.
This project focused on an analysis of market to know the reasons that affect the business and affect sales of the company Bahicentro Sport, located in the city of Guayaquil. The investigation found participation currently maintained by the company and have a better view of the problem, where it was found that customers did not approach the establishment by the lack of range, a striking showcase, purchase incentives, facade both internal and external of Local, signage and advertising, to improve the above the company must advertise, have more range an escape grabbing customers' attention, signage throughout the property and provide promotional incentives such as brand recall its customers by purchases made, also managed to measure the number of people loyal to the company are, know the tastes and needs of the customer, these aspects allowed a better development of the project. Finally, merchandising strategies designed to boost the marketing of products offered by the company and encourage impulse buying what you want to accomplish for the company Bahicentro Sport improve its market position developed and this is reflected in sales.
This project focused on an analysis of market to know the reasons that affect the business and affect sales of the company Bahicentro Sport, located in the city of Guayaquil. The investigation found participation currently maintained by the company and have a better view of the problem, where it was found that customers did not approach the establishment by the lack of range, a striking showcase, purchase incentives, facade both internal and external of Local, signage and advertising, to improve the above the company must advertise, have more range an escape grabbing customers' attention, signage throughout the property and provide promotional incentives such as brand recall its customers by purchases made, also managed to measure the number of people loyal to the company are, know the tastes and needs of the customer, these aspects allowed a better development of the project. Finally, merchandising strategies designed to boost the marketing of products offered by the company and encourage impulse buying what you want to accomplish for the company Bahicentro Sport improve its market position developed and this is reflected in sales.
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MERCHANDISING, IMPACTO, COMERCIANTE, VENTAS