Estrategias de Pricing en la empresa Comercial Z.M. material de tapicería, esponjas e insumos, al sur de la ciudad de Quito.

Abstract

According to the constant changes in the market, companies must adopt continuous improvement measures and get used to dealing with these changes promptly and easily. To achieve the positioning of the companies within the competitive market and to continue obtaining profitability therefore, the present work of investigation has as purpose to design strategies and actions of Pricing that allow the satisfaction of the necessities of the client, for the improvement of sales and positioning of supplies in the company Comercial Z.M., offering with it a solution to the requirements of the clients, generating in turn a proposal with added value for the clients, offering in such a way benefits for both parts. The methodology used for the development of that project was descriptive, as it allows to describe certain characteristics that the segment or group of consumers must have, bibliographic research was also used, because it allows to analyze the point of view of several authors and thus determine the appropriate strategies and actions, on the other hand, exploratory research was used because it allows to examine a situation providing knowledge and understanding of a particular problem and propose a solution, a mixed approach was used, as this allows to analyze data qualitatively and quantitatively, the study was practiced to the sample of 340 customers who are part of the database of customers of the company Comercial Z. M., to determine the strategies and actions to be implemented, a structured survey was carried out with 7 items in an open way to know the strategies that were being applied at that moment, also a survey was carried out with 13 items based on the Likert scale, which were tabulated in Excel tables, for the corresponding analysis and proposal of strategies.