Diseño de un plan comercial para Textiles El Sol (TEXSOL) ubicado en la ciudad de Riobamba, que permita el fortalecimiento de su sistema de distribución y ventas

Abstract

The objective of this research work is to prepare a Design of a Commercial Plan for Textiles el Sol (TEXSOL) located in the city of Riobamba, with the purpose of strengthening its Distribution and Sales System. Among the persons directly involved in the study was the manager, who was interviewed; In addition to its real and potential clients that are located in the Bay sector of the city of Guayaquil, a survey was applied; the information collected and analyzed in these processes served as the basis for the elaboration of the SWOT, MEFI, MEFE and MPC matrices, which allowed knowing the internal and external situation of TEXSOL. The proposal is based among others on proposing strategies regarding the product, price, place and promotion that allow an improvement in the distribution and sales system that the organization has been managing. It was determined that the microenterprise has loyal customers, hence its products have acceptance in the market; However, the increase in unfair competition, the economic situation of the country and the lack of publicity has led to a considerable decrease in sales and a difficult increase in the client portfolio. It is recommended: the application of the Commercial Plan in order to counteract the existing shortcomings and achieve the strengthening that as a microenterprise awaits.