Diseño de un plan comercial para incrementar la competitividad de la microempresa cárnicos Tío Balchu de la ciudad de Riobamba

Abstract

The microenterprise "Cárnicos Tío Balchu" has experienced a decrease in sales levels due to certain factors, such as a lack of marketing, commercialization, and customer loyalty strategies. Therefore, this research aimed to design a commercial plan that enhances the competitiveness of the microenterprise located in the city of Riobamba. To develop this plan, a literature review was conducted to understand key concepts, benefits, structure, commercial strategies, and the necessary tools for creating a commercial plan. The research adopted a mixed approach, combining both quantitative and qualitative data. The data was gathered through interviews with the owners and surveys administered to customers. The results of these tools highlighted the importance of having a commercial plan, especially in the face of increased competition in the area. Implementing effective commercial strategies became necessary to improve competitiveness. A field research was carried out to gather information about the microenterprise's operating environment. The methods used were deductive, inductive, and analytical, which helped in finding solutions to problems, understanding customer perspectives, and analyzing factors hindering growth. With all the gathered information, the commercial plan was formulated, encompassing a description of the microenterprise, situational analysis, commercial strategies, strategies' monitoring, and control. Finally, it was determined that having a commercial plan is decisive, as it resulted in a 10% increase in sales levels through the eight commercial strategies implementation, significantly impacting in competitiveness