“Modelo de Sistema de Comercialización para el incremento de las Ventas en la Empresa de Calzado PANAMUS” en la ciudad de Ambato”

Abstract

Footwear PANAMUS is a company dedicated to the development and marketing of athletic footwear for all market segment, the company was founded in 2012 in Pinllo in Schwartz streets between free Quiteño and Chronicle, it is currently in a stage growth, therefore it is essential to make strategic to maintain and improve a product successfully in Ambato market shares. It is for this reason that the present research is focused on making a comprehensive analysis of both the internal environment and outside of the company, in order to design a branding plan to position the PANAMUS brand in the footwear sector of the city Ambato and thus increase sales for the company and for the major customers that sell footwear. The results obtained from field research applied to internal and external enterprise customers, said it is very important to design a branding plan that will help the company to maintain a good corporate image and thus position the brand in the Ambato market by mass advertising, offers, showing a high-quality jobs which are factors that most customers see as shortcomings when purchasing your product or service. It is determined that the design of a branding plan is essential for brand positioning, resulting in the growth of sales of the company, so it is necessary to make a change in corporate image to convey a message of what the company does .