Diseño de un plan estratégico de comercialización para la cadena de Farmacias Sylvana, en el cantón Riobamba, provincia de Chimborazo, periodo 2017

Abstract

The present titration work called Design of a Strategic Marketing Plan for the Sylvana Pharmacy Chain, in the Canton Riobamba, Province of Chimborazo, period 2017; It was developed with the aim of providing the company with a document that helps in an efficient and effective way in commercial activities of the same. In order to analyze the current situation of the Sylvana Pharmacy Chain, both the internal and external environment, techniques were used to collect information such as: a survey of the company's workers and clients and an interview with the manager, and a SWOT matrix was developed with the collected data. This matrix helped to determine the lack of documents that serve as a guide in the development of commercial activities. It was found that the pharmacy has strengths such as a good working environment to carry out activities, workers have knowledge of the mission, vision and organizational values, the weaknesses that were found are the lack of a strategic marketing plan, an inadequate corporate image, lack of promotions, discounts and lack of publicity. The proposal is based on the development of strategies with their respective plans. action that will guide the directors for tom decisions in a timely manner. It is recommended to apply the proposed model to improve management and optimize resources, which will help redirect and advise customers in the purchase decision, increasing the company's economy to achieve the desired positioning.