Plan comercial para ampliar la cobertura de mercado de la compañía en turismo “VICARJULFI” en Pastaza

Abstract

The present study was aimed to develop a business plan in the Tourism Transport Company "VICARJULFI" Cia. Ltda., with the purpose of expanding market coverage, optimizing resources, increasing profitability and business image. To verify a situational diagnosis of the company, the methodological framework was developed through the application of surveys toa sample of the population from the Puyo city, where the aforementioned organization is located. On the other hand, a study of the SWOT matrix where information related to the internal and external scenarios of the organization was reflected. When carrying out an analysis of the results obtained from the survey, it was identified that 61.39% of the surveyed population does not know the services oflered by the company VICARJULFI Cía. Ltda., due to the lack that exists in the advertising, promotion and image strategies ofthe company. In conclusion, the business plan was designed based on the results obtained with respect to the methods applied, for which a series of strategies were proposed that contribute to the development of the objectives set regarding positioning in the market, improvement of the corporate image and increase in the profitability of the company VICARJULFI Cía. Ltda. It is recommended to the internal interest groups, to execute the proposed proposal by means of the determined resources and strategies