Análisis de la política comercial de la empresa Incubandina S.A para el diseño de estrategias competitivas

Abstract

This research project aimed to carry out an analysis of the commercial policy of the company INCUBANDINA S.A., in the city of Ambato, through a diagnosis for the generation of competitive strategies for which a study was carried out to know the current financial-commercial situation of the company. Therefore, the research method implemented was based on a mixed bibliographic and documentary approach, to evaluate and describe the characteristics and elements necessary for the elaboration of the analysis of this proposal and to determine the strategies to be implemented by the company, which can be quantified through field research tools and techniques such as the survey applied to each of the company's collaborators. The result was that the company lacked competitive strategies that would help it get a better position in the market compared to other companies of the same economic activity, which generates a series of problems that are detrimental to the development and economic growth of the organization. Therefore, it is necessary to carry out an analysis of the commercial policy that the company needs, which contains competitive strategies that help to improve its administrative processes and the fulfilment of its previously stated objectives. Hence, we recommend its prompt application