Benchmarking: an improvement strategy for markets in the city of Riobamba

Abstract

Benchmarking is an improvement strategy that allows obtaining references, models and best practices, in order to learn and effectively apply improvement processes in the commercialization of products in traditional markets. Research with a qualitative-quantitative approach, descriptive level, cross-sectional design, not experimental; Inductive, deductive, analytical, synthetic and systemic methods were applied in the documentary review and in the research process. For the analysis of the information, the theoretical conceptual foundations of this tool, the components of the marketing mix and the security protocols implemented in the COVID-19 pandemic were used. The objective was to determine the bechmarking in traditional international markets in countries such as: Sweden, Spain, Japan, Europe, the United States and Brazil, Argentina, Ecuador in Latin America. The results describe the strategies used in international markets, which are pertinent and applicable in the markets of the city of Riobamba, to contribute to increasing profitability and obtaining sustainable competitive advantages in times of pandemic. It is concluded that, quality, safety in food handling, cleaning and disinfection protocols; Therefore, for the seller / market / customer they are important in any country in the world, even more so in times of the COVID-19 pandemic.