Propuesta de apertura de un canal de comercialización de la ferretería Angie para el sector de la construcción en la ciudad de Santa Elena, periodo 2023-2027.

Abstract

The purpose of this project is to open a commercial channel for the construction sector in a changing and increasingly aggressive environment, it is sought that through the application of innovative strategies it is possible to cover a new market niche, where Angie Hardware wants to open up a field in said market and increase its sales. For this, an internal and external analysis was carried out to identify shortcomings and turn them into opportunities. For this, a quantitative study was carried out with a probabilistic sample of 384 people from the Economically Active Population (PEA) of the city of Santa Elena, who stated that they were satisfied that construction, electrical and flooring products are offered, since in The area where the establishment is located does not have a hardware store that sells cement, blocks or iron; and in which, if you have these types of products, they are far from your comfort.