Propuesta de Trade Marketing para incrementar las ventas y rotación de closets de la marca Inval en Alkosto Venecia

Abstract

Industrias Inval was born in the city of Palmira in 1988. It starts its operations with the manufacture of Baffles and Racks for sound equipment, television cabinets for assembly companies such as Sony, Panasonic, Pioneer, Hitachi, Sharp and LG. After this work he decides to produce furniture for the home, offices and companies such as Carvajal and Bima; since then industries of the Valley have specialized in the production of practical furniture venturing into the market, working with high quality standards in manufacturing and implementing the best raw material, offers innovative designs and colors optimizing space in order to meet the needs of the consumer. The mission is to be the solution for Colombian households. Part of the raw material used is imported from Chile, its main supplier is Masisa. The main points of sale are concentrated in the city of Bogotá in large chain stores such as Falabella, Flamingo, Homecenter and Alkosto. Inval has a greater participation in sales in Alkosto stores in the line of office furniture, computer centers, entertainment centers and closets where more attention is needed. After an analysis of sales in the different Alkosto points, it is evident that Inval has a greater reception, showing higher sales in point 68, unlike the Venice point, where sales in its different lines do not have a good share, generating less sales and little turnover with respect to the competition The data obtained from the research shows that Alkosto Venecia is located in an area of ​​greater demand and presence of people, there are commercial areas with a large influx of public looking to meet their own needs. The locality of Tunjuelito is in a favorable socio-economic environment, where there is a positive purchasing power, there is a stratification between 2 and 6 in the neighborhoods that constitute it, people buy by necessity or simply by renewing. Based on this information it is evident that the problem that exists in sales of Inval closets is not affected by the population that visits the PDV Alkosto.es, so for this a strategic action plan between Inval and Alkosto was implemented in order to achieve Increase turnover and sales of closets accompanied by Trade Marketing strategies.