Plan comercial para la panadería y pastelería ‘’Tortas Dulzura’’ de la ciudad de Ambato durante el período 2020

Abstract

The present study was aimed to investigate and probe the situation or conditions in which internal and external activities were being carried out, in such a way that it would be possible to detect and correct shortcomings in the organization, taking advantage of its strengths, opportunities, weaknesses. And threats, so that the organizational objectives could be met. The methodology applied in the research was based on conducting surveys aimed at internal and external customers of the company, in addition to an interview with the manager of the organization to find out his opinion about sales before, during and after the pandemic by COVID-19. The elaboration of the SWOT matrix allowed to know the current situation of the company in which the lack of commitment by institutional collaborators was detected which did not allow the institution to comply with its mission and business vision. These results determined the need for technical tools to improve marketing activities. The proposal was based on the design of a business plan which sought to improve the planning, control, execution and marketing strategies to strengthen marketing, the use of these strategies will provide improvements in the marketing area and especially in quality. of the products offered by the company, attracting and retaining customers. The senior management.is recommended to execute the proposed business plan aimed at increasing sales and competitiveness in the target market