Plan de comercialización para el local comercial “Importemporada” de la ciudad de Riobamba

Abstract

The present work was proposed with the intention of developing a strategic business plan for the commercial store "IMPORTEMPORADA", located in Riobamba city, with the aim of helping to increase their income and position the company in a better competitive level. For this purpose, an inductive, deductive and analytical methodology was applied in the development of the study. For the collection of information, an interview with the general manager was conducted; also, a survey to 379 frequent customers was applied, who are part of the economically active population of Riobamba city. The results allowed to obtain relevant data and information, such as their strengths, weaknesses and shortcomings within their organization and even external factors that affect its economic activities. Several analyses were carried out, both external and internal, including the PESTEL matrix, which allowed establishing the optimal strategies for improvement through the creation of an action plan, where strategic planning played an essential role in order to mitigate potential risks, threats and weaknesses for the company. By means of the SWOT analysis, it was possible to create a high-impact percentage valuation matrix detailing the guidelines to be met based on a specific timeline and budget, taking into account the main measurement, productivity and strategic indicators