Plan de merchandising para el incremento de ventas en el grupo ferretero San Pedrito en la ciudad de Riobamba

Abstract

This research project aimed to increase sales at Grupo Ferretero San Pedrito, located in the city of Riobamba in the Licán sector, through the development of a merchandising plan. The methodological framework included the use of appropriate instruments and techniques, such as: surveys directed to customers who were in direct contact with the establishment, followed by an interview with the manager owner of the establishment, and then the application of the observation sheet, making an internal and external tour of the establishment, considering the presence and management of visual merchandising, management, and seduction. The results obtained determined that the main aspects of improvement in the establishment are lighting, staff training, and internal and external infrastructure, and identified the willingness of the owner manager to change from a counter hardware store to a self-service hardware store. It is concluded that Grupo Ferretero has elements of competitive advantage such as price, the size of the store, and the ability to expand in the market. However, it must enhance its resources to satisfy customers and increase revenues. The absence of this would affect the stagnation of the company, and therefore the competition would take advantage of the market while gradually presenting a drop in profitability. Finally, it is recommended to implement the application of the proposed strategies such as BTL resources, merchandising management by category, seduction merchandising with aromas and music, visual merchandising with adequacy of the showcase and lighting, external and internal advertising through signs, P.O.P. material, souvenirs, and specialization of workers for the benefit of the company and its customers to achieve the desired success.