Propuesta para el desarrollo de canales de distribución de la Megaferretería Chóez del cantón Pedro Carbo.

Abstract

The objective of this project is to prepare a proposal for distribution channels for Megaferretería Chóez located in the Pedro Carbo canton. The methodology used is based on a general review of the literature related to marketing and distribution channels, also of the legislative framework that governs Ecuador with a view to the implementation of a virtual store. Next, a situational analysis of the company is carried out which allows identifying the internal advantages that the company has and that make it superior to the competition in certain aspects, mainly in the agility of customer service. It also makes it possible to identify that the sector where the company operates is moderately attractive. Then the market research carried out allows us to identify the opportunity to establish commercial alliances with retail hardware stores in the cantons of Daule and Pedro Carbo; the opportunity to carry out digital promotion through social networks without establishing a virtual store with an online payment mechanism given the distrust of customers towards these means of payment. A marketing plan is developed to promote partner retail hardware stores, incorporating strategies such as flyers, visual merchandising of business premises, participation with a stand in a construction and real estate fair, and promotion on social media. The financial analysis indicates a return on investment for the implementation of the marketing plan with a return of 79,56% in the first year, up to 133,15% in the fifth year.