Diseño de un plan estratégico de comercialización para la Empresa Lácteos La Polaca GUSTALAC S.A. año 2013

Abstract

The aim of this study was to develop a strategic marketing plan to increase sales in La Polaca GUSTALAC S.A Company during 2013 due to the deficiency of it and the need for strategies according with the market dynamism. First of all, the research was carried out with the company situation analysis (SWOT), then, setting corporate goals and marketing strategy design according the research parameters, with the applied methodology and by the development of the strategic planning in its three stages: The AOP formulation and implementation and the strategy evaluation together with the economic analysis. It was determined that the current net value of the project is $ 28,287.58 which is considered acceptable. With the AOP implementation, the company generated profit for the period under investigation and as a result, the ROI was higher than the opportunity cost. Applying cost reduction strategy in production was recommended to take advantage 45% idle capacity and at the same time with the production increase, Avena Polaca covered 16.7% of the unmet demand, generating as a result the expected profit.