El Geomarketing como instrumento para la identificación de clientes potenciales del sector comercial de consumo masivo en el cantón Ambato: caso Prodelta

Abstract

The company Tungurahua Suppliers "PRODELTA", develops its commercial activities in the city of Ambato, these activities are related to the sale of mass consumption products, specifically the lines of Nestlé, Unilever, Quala, among others, whose products have very good positioning in the market, which means that the company's sales remain at acceptable levels, but without portfolio growth, that is, sales remain without growth. It is for this reason that this research work focuses on analyzing what are the reasons why the company can not increase sales, so this study is based on the application of geolocation strategies with which it is intended to increase the customer portfolio and its sales. Once this study has been applied, the company Tungurahua Suppliers "PRODELTA", will be able to make a better selection of existing potential customers in the market, especially in the canton of Ambato, through geomarketing, which will allow to better plan the routes to visit them. , optimizing time and resources for the sales force, who through sales work will increase the client's portfolio of the company and therefore the increase in sales, by establishing efficiently which commercial premises are optimal for the contribution of the business growth in each of the work areas. This research proposes a proposal based on the geolocation of wholesale customers in the city of Ambato based on the use and application of the OpenStreetMap software itself that provides the appropriate tools to locate the locations of wholesale customers based on input coordinates, without an investment high economic, allowing savings of economic resources and personalized research processes, achieving the objectives and business growth.