Estrategias comerciales y su impacto en la rentabilidad de las medianas empresas del sector de calzado de la ciudad de Ambato

Abstract

The increasing demands of the client make companies independent of the sector to which they belong, develop diverse strategies to differentiate their products from the competition and increase their market share. Not unlike this, the footwear sector of the city of Ambato must be aware of the requirements of the consumer to try to satisfy them quickly and with excellence. The rationale of most companies is to generate profits, which depends directly on the level of sales achieved. However, in a highly competitive world, it becomes increasingly complex to differentiate itself from the competition. Thus, effective implementation of strategies becomes a vital mechanism to achieve the objectives, and especially to increase the profitability of an entity. The footwear sector is one of the most relevant in the economy of Ambato city, and at the same time, one of those with the largest number of suppliers. That is why each of these should focus on defining the actions necessary to meet the goals set in the different areas, which will materialize in quality products. The aim of this research is to design commercial strategies for the sales management of Ambato's medium-sized footwear companies, in order to market the product more effectively and maintain an acceptable sales volume, allow it to increase its market share and development.