Plan de ventas para la microempresa cerveza artesanal mestiza de la ciudad de Riobamba

Abstract

The present study called "A Sales Plan for a small cap called Cerveza Artesanal Mestiza, located in Riobamba city", aimed to provide a strategic tool for this company to achieve its commercial objectives and improve its profitability through the design of strategies and tactics sales. This stydy was supported by a qualitative and quantitative research approach, a statistical, economic and business diagnosis analysis was carried out, a survey was designed and applied to the economically active population of Riobamba city, with the objective to determine the culture of consumption of this type of beer. The main results obtained go as follow; the highland region consumes the least percentage of this beer with 11.5% of national consumption. In zone 3, the province of Chimborazo is in the sixth place on beer consumption, and the following internal aspects of the small cap business should be improved; deficiencies found in the sales point, lack of promotional strategies and management of human resources, the majority of the population in Riobamba has tried or consumes craft beer. The sales plan contains activities to improve shortcomings that were identified in the company, as well as strategies and tactics; its correct execution is recommended.