Plan de comercialización para la Microempresa Fernando´s, ciudad Riobamba, provincia Chimborazo, periodo 2018

Abstract

The present work of degree design of a plan of commercialization for the micro company of sauces and dressing Fernando´s, city Riobamba, province Chimborazo, period 2018, had like aim improve the level of sales of the micro company. The research approach is qualitative and qualitative with a descriptive level, with techniques such as the interview that was applied to the manager of the micro company and the survey directed to 369 people in the city of Baños de Agua Santa; based on the aforementioned methodology, the external and internal situational analysis was performed, obtaining the matrix of strengths, opportunities and threats (FODA). The most relevant findings were the following: the micro company has differential products due to its European flavor, which provoked a pleasant reaction in the respondents making the possible consumers, there is a low level of sales and it is not a brand possessed. By virtue of the detected findings, nine applicable and measurable strategies were proposed that seek to improve the commercial management of Fernando´s and the fulfillment of the objective of this work, it is concluded that the sauces ah dressings of the microenterprise are in demand but they need to be promoted. For this reason, the total execution of the marketing plan is recommended because its content was elaborated based on the needs and that, when applied, it will allow it to take advantage and reach your vision in less time.