Estrategias de promoción y su incidencia en su incidencia en la Participación de mercado en la fábrica de calzado Unicornio en la ciudad de Ambato.

Abstract

Unicorn shoe factory has been dedicated to the production and marketing of footwear, activity which has been making for 10 years being the introductory phase, currently through the growth stage, therefore it is necessary to take strategic actions to maintain and improve market share. This is the reason of this research which has been carried out Minusio estidio the shoe industry and shoe factory Unicorn both internally and externally in order to establish promotional strategies best suited to each of the lines which allows to increase product market share. The data presented are the result of field research applied to internal and external customers of the factory, which indicate the need to maintain a direct relationship with customers in order to know their tastes and preferences, and that this is the starting point for developing designs product lines, also indicate that the established communication requires feedback, considering this one of its greatest weaknesses. In this way an ideal proposal tailored to the objectives of the research was obtained. In the Design Promotion Plan to increase the participation of the factory under study, is designed promotional strategies as a basic tool for decision-making, it has been identified how the optimization of advertising contributes to market segment established; therefore, it has excogitado differential ideal mix of strategies to increase the market share of the Unicorn shoe factory in the city of Ambato promotion, allowing the practical development of these.