Estrategias de mercado y el Posicionamiento de la Línea Exel de la empresa Tenería Díaz en la ciudad de Ambato.

Abstract

The company "TENERIA DIAZ" has been engaged for years in the production of leather footwear and leather is the Exel among others, thanks to the initiative of Mr. Patricio Diaz, who brings capital and labor to make up that company, which has been growing since its opening, it has slowly gained some space in the market. This research makes a comprehensive analysis of the external environment of the company in order to establish market strategies to improve marketing Exel leather. The research data applied to external customers of the company show that it is important to implement strategies to improve market positioning Exel line in this respect will guarantee excellent results in the future. So the research proposal resulting from a marketing plan to improve the level of sales is identified, through improved sales processes, maintaining a high level of quality and improve each of the steps which are performed for production Exel of the line and improve sales by raising the income level of the company.