Plan comercial de Talleres Emanuel, de la ciudad de Santa Elena, provincia de Santa Elena

Abstract

The objective of this research work was to design the Commercial Plan for Talleres Emanuel in Santa Elena city, of Santa Elena province to increase sales. The research techniques and instruments that were used in the research were surveys, from which the inhabitants of Santa Elena canton were established as a population to obtain the respective sample, as well as an interview with the company’s manager to subsequently perform the SWOT matrix. The results shown from the study indicate that 60% of the surveyed population is unaware of the organization, in addition, the lack of commercial strategies makes it impossible to attract potential clients. Besides, it was determined that 39% of those surveyed were present on social networks and 15% on corporate websites to learn about the products offered by the company. On the other hand, customer service, promotions, and discounts offered by companies are highly relevant factors for customers when making a purchase of aluminum and glass products. In conclusion, the business plan is aimed at increasing the volume of sales and the level of competitiveness in the market through the application of strategies that facilitate the capture of potential customers and the consumption of existing ones, furthermore, this tool is essential to obtain the customer loyalty and business profitability, the fulfillment of objectives in the commercial field and the sustainable economic development of the company