Implementación del servicio a domicilio para la licorería El Capariche como estrategia para maximizar las ventas.

Abstract

Capariche Liquors is a local business selling liquor, beer and snacks, it is a source of family income, which aims to offer more than products, a service with quality customer service, variety and low costs. The business needs to use new tools to maintain, compete and exist in a changing and demanding commercial environment, therefore it is necessary to implement the home delivery service for the liquor store, and this is the strategy that seeks to maximize sales for economic benefit and to satisfy customer demand. The theme and objectives of the project are established, then the theoretical framework is elaborated, which contains the theories to be developed in the project proposal then the methodology determines the techniques and methods used to collect, order and examine the data obtained. The SWOT analysis establishes the current characteristics of the business, where the weaknesses and threats to improve and prevent are determined, and the establishment of strengths and opportunities to promote and take advantage of. It was concluded that there is consumer interest in having the home delivery service of the liquor store with the result of the pilot survey, and the survey of customer characteristics and preferences provided the guidelines to develop marketing strategies for product, price, promotion and place with all these tools the implementation of the home delivery service is executed and the success of the project is demonstrated by the increase in sales in the presentation of financial statements, showing the maximization of sales. Finally, the service was evaluated with a customer satisfaction survey.