Diseño de un modelo de gestión comercial para la Panadería y Pastelería Grani's, en la ciudad de Riobamba, provincia de Chimborazo, periodo 2016-2017.

Abstract

The present research work has as aim to design a commercial management model for the Bakery and Pastry Granis, in Riobamba city, Chimborazo province during the period 2016 to 2017. The purpose of the research development is to provide to the Bakery Granis with ideas with the aim of promoting a high level of participation in the market, thus allowing the identification of the strengths and threats of the company. The analysis of these factors was indispensable for the formulation of strategies. The business management model includes the following elements: general company diagnosis, external and internal factors evaluation matrix, SWOT analysis, Porters five forces comparative analysis, market share, sales growth, strategic unit determination of business, BCG matrix, strategic objectives, strategy determination, action plan. The data provided by the company allow to affirm the idea to defend, as well as indicate the feasibility of realizing the present commercial management model in which it is concluded that: The commercial management model will help the Bakery Granis to counter their weaknesses and threats, taking advantage of the strengths and opportunities that it has, because implementing the proposed strategies will be able to increase the market share of the bakery Granis, the same that will be specified in the product and service offered as the main added value.