Plan comercial para el mejoramiento de la gestión de ventas, en la empresa AGRO-MEDIC de la ciudad de Ambato

Abstract

This degree work aimed to elaborate a commercial plan for the company AGRO-MEDIC in Ambato city, Tungurahua province, which is carried out due to the lack of a marketing plan, which allows the improvement of the strategic business management. The general objective was to elaborate a commercial plan that allows the improvement of the strategic market management of the company AGRO-MEDIC in Ambato city. The theoretical framework was produced articulating the theories and concepts of respected researchers on commercial processes, as well as the methodology applied was the field work, through a survey of customers in Ambato to know their criteria and knowledge about the products offered by Agro-medic, this knowledge allowed to verify the idea to be defended. The proposal was developed because of the research work, which were the market strategies to minimize its weaknesses found. We concluded that the lack of knowledge by the personnel about strategic planning, which is reflected in the low sales, denoting the lack of commitment to fulfill of its business vision and mission. So, it does not allow the company to achieve a sustainable economic development, so we recommended to implement new techniques such as: communication advertising and promotions to verify compliance with the times assigned to each action plan, activity and, or function; of the company AGRO-MEDIC.