Diseño de un plan comercial para la Fábrica de Calzado Labertin de la ciudad de Ambato

Abstract

The present study aims to design a business plan for Labertin, a shoe factory located in Ambato city, in order to guarantees an increase in sales within the footwear market. The methodology used is based on the application of surveys applied to the population in Ambato city, the factory's clients and an interview with the manager to obtain reliable information about the current situation of the company and then elaborate the SWOT matrix. The absence of commercial strategies impede the business development of the factory, taking into consideration that it is not invested in strategies such as: training, advertising, promotions and discounts to increase and retain customers, this is reflected in a low level of sales. In conclusion, the commercial plan will increase sales and profitability of the factory through the implementation of advertising strategies, training, promotions and discounts. It is recommended to implement the proposed business plan to take advantage of each of the established strategies in benefit of the company, in this way, it will be possible to reach high levels of income and competitiveness within the market.