Plan de comercialización para el fortalecimiento de las ventas de los productos de la empresa Textil Confecciones Galsa

Abstract

The present study aimed to design a marketing plan to strengthen sales in a textile company called Confecciones Galsa. The research was carried out under the bibliographic and field research methodology, establishing as its population to all the inhabitants of Riobamba city, segmented within the population by applying customer surveys prospects and sales workers, plus an interview with the owner. The design of this marketing plan included the direction of the strategies presented related to the marketing mix according to the needs of the sales area, where it was identified its feasibility to be applied in Confecciones Galsa company through commercial strategies and policies to strengthen sales where evaluation of internal and external factors of the company's environment led commercial decision-making processes. Confecciones Galsa company lacks of strategic guidelines regarding to promotion, place, product and price so the design of the business plan permitted to take advantage of its strengths and opportunities where its weaknesses and threats were immediately identified. To counteract them, several commercial strategies were proposed that allowed to achieve a higher volume of sales.