Diseño de un plan estratégico comercial para mejorar la comercialización de los servicios de capacitación del Sindicato de Choferes Profesionales del cantón Cañar, provincia Cañar

Abstract

The design of a commercial strategic plan of the Union of Professional Drivers from Cañar Canton, it has as objective to improve the marketing of training services in order to professionalize drivers. It was developed based on a market study, and also an FODA analysis, which allowed establishing that the union does not have a good administrative control. The proposal used are techniques BTL; to achieve a better level of acceptance of the institutional image and the potentiation of marketing through the marketing, the definition of the four “p” product, price, place and promotion, it will allow having fundamentals bases for a process and growth of the market. The proposed solution will generate an impact on business development through marketing strategies proposals that will improve the quality of the service and also potentiate the image and the progress of the union. It is recommended to make in a frequent way an analysis of demand and especially the competitors, of applying procedures with a support, because the market conditions may vary, and for that reason the tactics should be restructured in an objective way.