Plan comercial de la librería y papelería Amazonas de la ciudad del Tena

Abstract

The progress of this degree work was carried out in the Amazonas Bookstore and Stationery in the city of Tena, Napo province, because they do not have a business plan, the purpose is to improve business management that is to carry out the activities and processes of marketing of products and services efficiently, also taking into account the Covid-19 pandemic. Therefore, an exhaustive analysis of the current situation of the business was carried out, with the objective of identifying its strengths, opportunities, weaknesses, and threats using SWOT, EFI and EFE matrices. The methodology used in the research was bibliographic, and theoretical information was collected on the business plan and the structure of the plan according to the authors. In addition, external customer surveys, interviews and direct observation techniques were applied to obtain information. The SWOT matrix revealed the internal deficiencies of the bookstore, which has shown a lack of organization in the management of large inventories, thus diminishing its ability to create effective marketing plans and strategies; another important factor is the lack of time and experience, which causes poor commercial management. The results obtained in the research have shown the need for technical tools to help improve marketing activities, planning, control and strategies, in order to detect and correct the organization's deficiencies. The proposal of the commercial plan contains strategies adaptable to your needs with the purpose of providing a timely and adequate solution for administrative and marketing decision making in the same way to build loyalty, attract customers, and maximize the potential of the business contributing to the efficiency of the processes of purchasing, sales and to ensure maximize their profits through good business management. Finally, this commercial plan will provide the Amazonas bookstore and stationery store with a clear guide to manage its commercial activities and make strategic decisions