Efectos del covid-19 en los negocios del grupo familiar “Quezada” durante el año 2020 y 2021

Abstract

The main aim of this degree work was to determine the effects of COVID-19 on the businesses of the Quezada family group during the years 2020 and 2021 that affected the decrease in sales and to plan an organizational and commercial reactivation plan based on the design of an integrated organization and a marketing plan. Regarding the method used, the descriptive used because we carried the narration of each of the problems faced by the businesses with the pandemic out as a technique in the survey directed at the owners. To complement the research, we collected information from different bibliographic sources. We identified that the businesses of the Quezada family group lack a strategic direction. Among the most relevant results, we found a decrease in sales and income because of the closure of physical premises during the first months of the pandemic, besides the fact that the businesses did not have a plan to ensure their well-being. Businesses adopted different strategies to cope with the health crisis, such as personnel layoffs to reduce expenses and branch office closures. They found that the businesses of the Quezada family group should apply the structure organized as a commercial group that allows look closely at activities and objectives accomplishment. They recommended it to the businesses to apply the commercial plan to improve their profitability