Estrategias de comercialización para la microempresa Dedos Rústicos de la ciudad de Azogues, provincia del Cañar.

Abstract

The objective of this work was to determine the marketing strategies for the company Dedos Rústicos S.A. of the province of Cañar, aimed at increasing sales by 25% compared to the previous year. The segmentation strategy that was used was the concentrated marketing strategy, given that the company focused on the population of people of high economic status in the city of Azogues, for which strategies were designed in this type of market through of the purchasing behavior that was revealed in the market investigation. For the purpose of the study, field research was used as a research method since it constitutes a systematic, rigorous and rational process of data collection, treatment, analysis and presentation. In addition, the exploratory research was used, which was applied when there is no previous research on the current study. As for the results found, the activities aimed at carrying out the strategies include mass advertising through the media and social networks, to publicize the attributes of each of the products offered by the "Finger Rustic" Furniture Store. as well as quality, basically characterized by the raw material, highlighting their respective benefits. The company reached a Marketing ROI index of 52.62, therefore, the application of the commercial strategies designed is feasible, which are aimed at expanding the market position and increasing its profitability.