Plan de ventas para incrementar la rentabilidad de la Asociación de Producción Alimenticia el Nevadito Asonevadito del cantón Riobamba

Abstract

The present study aims to design a sales plan to increase profitability in “El Nevadito” Asonevadito Food Production Association located in Riobamba canton. The study consists of three chapters: Chapter one deals with several definitions and theories collected from different authors which were the basis of this research. In chapter two, on the other hand, a common thread was established being the structure of the sales plan, and also, the analysis of the macro environment was carried out with macroeconomic indicators such as GDP, cost from the basic basket, the unemployment rate and the PETS matrix in relation to the micro environment an interview was applied, several diagnostic matrices such as the value chain, the BCG matrix, the SWOT. Also, a market research was applied to the real clients of "El Nevadito" to determine the level of satisfaction with the products. To conclude, chapter three or the propositional framework developed the business philosophy, structural organization chart, functions manual, personnel recruitment processes as well as raw material acquisition processes along with several strategies that generate the profitability that the company pretends to reach. The study concluded with some observations and recommendations for the company in order to avoid problems in the future. Finally, a budget, a schedule, as well as a matrix with KPI's were developed which are relevant for the application, development and control of the proposed strategies.