Estrategias de penetración de mercado para el sector calzado industrial, caso de estudio empresa de calzado industrial BUFFALO

Abstract

Industrial Footwear, BUFFALO, it was said to the production and commercialization of industrial footwear, based on quality standards, its experience in the market for 29 years has allowed to generate sustainability, but the changes of the environment and the increasing competitiveness in the industrial sector make it necessary the development of penetration strategies, to access a better coverage. Therefore the present research work aims to generate in the market a more competitive demand for the products that are placed to meet the needs of consumers, in this context the footwear sector is a market with high demands, therefore it is important generate specific characteristics of penetration in the market, in this perspective is the company, due to the change of productive and commercial. In this way the results alanzados in the field research allowed to know, the importance of the use of industrial footwear in the labor sector, but there is ignorance of the characteristics of specialized footwear, under this approach is important to delineate a strategic change of the commercial administration, which will allow generating a better coverage and positioning of the product in the market. Therefore, the proposal determines that it is vital that the company generates penetration strategies through the use of marketing tools such as product, price, advertising and promotion and distribution, which allow projecting an image of satisfaction and differentiation so that the demand is potentialized and reflected in sales and both organizational and economic profitability.