Estudio de la participación en el mercado de la empresa CALZAFINCE y los ingresos por ventas de calzado casual de hombre

Abstract

The investigative work has the fundamental purpose of responding to the detected problem, which is: "the loss of market share, affects the sales revenue of casual shoes for men in the company CALZAFINCE in the period 2016"; One of the key points, since when the company loses market share, it causes the same to obtain lower profits and causes a decline in the prestige of the brand, which the company has managed to achieve in its years of operation, and not Remedying this problem could lead to the cessation of activities. In order to respond to this problem within the company, it is necessary to make a strategic diagnosis that shows the strengths and weaknesses of the company, both external and internal, to proceed with the establishment of marketing strategies by management, which will allow them to reach Goals in order to achieve growth in market share by the company. The main contribution of the present work is to help the CALZAFINCE company in the first place to understand the importance of having a growth in the market presence index, and finally a proposal is presented that will allow the management to implement a program that can have Greater presence in the market by the company.