Estrategias de marketing para incrementar la rentabilidad de la empresa “James Brown Pharma” C.A. en la línea de productos veterinarios.

Abstract

The objective of the research in the company JAMES BROWN PHARMA CA, is the proposal of marketing strategies to increase profitability in the veterinary products line, being this portfolio of products one of the most important in the liquidity and profitability of the company. The research process is based on tools such as MPC (matrix of the competitive profile), matrix EFI and EFE (evolution of internal and external factors), strategic business SWOT and market research which allowed to know the needs, requirements and opinions of the customers. To calculate the profitability of the company James Brown Pharma, financial formulas were used such as; the net present value (NPV) and the internal rate of return (IRR). With the results obtained, it was determined that the approach and development of marketing strategies will increase the profitability of the James Brown Pharma company. For the aforementioned reason it is recommended to implement the marketing strategies proposed in the plan developed, in addition to being monitored on a quarterly basis in order to assess compliance and thus strengthen the company's business activities.