Plan estrategico para la compañía de transportes turistico Rioempres Tours S.A de la ciudad de Riobamba, provincia de Chimborazo

Abstract

The present study focused on developing strategies to position the tourist transportation company called Rioempres Tours SA and increase the service share in the market of Riobamba city and the province of Chimborazo, working with the economically active population (EAP) of Riobamba city, according to data obtained from the Instituto Nacional de Estadística y Censo (INEC) with 123,458 people. The results of the sample show 384 people surveyed, it was a qualitative and quantitative study, with the application of a documentary bibliographic research methodology, a field study was carried out at an exploratory and descriptive level, where the results obtained show that most of tourists travel with their families and coworkers to typical places in our country or near countries for trading or for tourism. In this way, according to the schematic and operating reality of RioEmpres Tours SA, when applying the balanced scorecard and weighing the specific impact of the specific strategy, 7 technical possibilities are established such as Visual Merchandising, Product Mix or Services, Sales Promotion, Cross-selig, Up-selling and training in conflict management and customer service to counteract and enhance the commercial area and the type of positioning based on business objectives. The strategic plan proposal is based on the 4 areas of the company such as: administrative, financial, customer, growth and training; and in this way the schematic and operating reality of RioEmpres Tours S.A, by applying the balanced scorecard and weighing the specific weight of impact of each strategy. It is recommended that the management of the company analyzes the budget for each one of the strategies designed in terms of reinforcing the corporate image, advertising, promotion and training plan