Plan comercial para mejorar el posicionamiento de la empresa de lácteos San Salvador de la ciudad de Riobamba

Abstract

This degree work was carried out with the objective of designing a commercial plan to improve the positioning of Lácteos San Salvador company, which, through the application of strategies, reached a greater number of clients, in order to achieve an increase in sales. For the development of the plan, it was necessary to carry out market research, applying data collection techniques and instruments, such as the survey directed at the economically active population of Riobamba, to know their tastes and preferences, as well as the interview with the company’s owner to determine those internal shortcomings that must be improved. In addition, an internal and external diagnosis of the current situation of the company was elaborated using the SWOT, EFE and EFI matrices, which allowed to determine the strengths, weaknesses, opportunities and threats that it presented, taking this situation as a starting point for establishing strategies. The obtained results showed that 73% of the population does not know Lácteos San Salvador, because of the weaknesses that they present in their commercial management, as they do not have personnel in charge of that area, in addition, there are no adequate strategies that allow communication and position of the products in the consumer's mind. Taking into consideration what was analyzed, it was concluded that the company has a low position, for this reason, the implementation of new strategies adapted to consumers’ needs is an opportunity to attract potential customers. It is recommended to apply the proposed business plan and carry out permanent monitoring through indicators, which will allow measuring whether the established objectives are being met