Plan comercial para la empresa “Pifasa”, Guaranda, provincia de Bolívar, período 2020-2021

Abstract

The present degree work was developed to design a Commercial Plan for the company PIFASA, in the city of Guaranda, province of Bolivar, period 2020-2021, which was executed due to the lack of marketing strategies that would allow the increase of sales and, therefore, the increase of the company's competitiveness. The methodology applied in the research was: mixed approach (qualitative and quantitative), descriptive, explanatory, and correlational levels of research, field study type, deductive and inductive methods. Instruments such as surveys to people in Guaranda and an interview with the manager were used to learn about the current situation of the company and subsequently develop a SWOT matrix. The lack of a commercial plan has prevented PIFASA from developing in the best way, considering that it is not currently investing in strategies such as advertising, training, and promotions, key factors for the increase and loyalty of customers, resulting in a drop in the level of sales. In the proposal marketing strategies were proposed to increase sales and, above all, to improve the company's competitiveness, strategies such as advertising, training, promotions, and discounts, as well as quality and warmth in service. In conclusion, a business plan will optimize all the company's processes, both productive and financial. It is recommended that the proposed business plan be implemented to improve the company's corporate image and revenues, and thus increase the company's profitability to very high standards.