Estrategias Comerciales y el impacto en la participación en el mercado de vidrio templado de la empresa Aluvid Glass Cía. Ltda. de la ciudad de Ambato

Abstract

ALUVID GLASS CO. LTDA., is a company dedicated to the manufacture of tempered glass, thermoformed, chamfered, sablasting, panoramic window for the construction and automotive industries, starting its activities in the year 1989 its owner is Mr. Carlos Lascano who is the founder of the organization, which is located on the road to Píllaro, Panamericana Norte in the city of Ambato. The research was done because the company must be constantly evolving marketing trends for greater market share, since current strategies used by the company are not the most appropriate and is precisely the reason that drives the development of this research work to meet the objectives. Among the results achieved by field research applied to external customers of the company, it indicates that business strategies have been employed have not been adequate thus been causing a low market share and loss of competitive advantage. Thus the proposal resulting from the investigation becomes a decisive factor in designing a marketing plan aimed at current and potential enterprise customers through new marketing trends including a digital tool which allows reaching with the use product information to different geographies thus obtaining a significant market share.