Estrategias de ventas de la Ferretería “RF” del cantón Palenque en el periodo 2024.

The analysis of the hardware store reveals a positive outlook and opportunities for improvement. On the one hand, current marketing strategies have proven to be effective, generating customer satisfaction and solid sales growth potential. However, areas are identified where the hardware store can optimize its operations and differentiate itself from the competition. The hardware store shows a heavy dependence on the sale of basic products such as nails, screws and paint, indicating a local clientele focused on small repairs. Although this represents a solid foundation, the company has the opportunity to expand its offering and attract a broader audience, focusing on specialized and higher value-added products such as power tools and agricultural products. To promote growth potential, it is suggested to strengthen aspects related to marketing strategies, developing personalization themes where promotions and the search for new channels stand out. It is also vitally important to promote the expansion of products, that is, it is necessary to incorporate specialized articles to encourage the attraction of a much broader audience. To promote sales optimization, it is necessary to implement a management system that allows for improved decision-making to ensure greater efficiency with respect to inventory management. Finally, one of the main deficiencies found was the lack of a system that helps track sales, which affects the making of precise strategic decisions which limits the ability to identify purchasing patterns and serve to evaluate the performance of the products.

• Autor principal: Macias Cedeño, Ronny Santiago (author)
• Format: bachelorThesis
• Publicat: 2024
• Matèries: Marketing; Clientes; Productos; Datos; Crecimiento; Comercio
• Accés en línia: http://dspace.utb.edu.ec/handle/49000/18123