Plan comercial para la papelería Rumi Net en la parroquia Pungalá del cantón Riobamba

Abstract

The objective of this research work was to design a commercial plan to improve the sales at RUMI NET stationary store located in Pungalá parish, for which philosophical proposals were made to address the logo, slogan, mission, vision, values and organizational charts. Subsequently, a situational diagnosis of the company was carried out by means of a SWOT analysis and its matrices, which allowed the design of strategies for the business plan distributed in activities that incorporated the marketing mix and the implementation of an inventory control system. This research was carried out through the qualitative and quantitative approach since it consists of numerical and informative data, to obtain information methods, techniques and instruments such as the survey and interview directed to the owner of the stationery store were used; in addition, the type of study was a documentary research because basic concepts were taken from different authors that served to complement the information regarding the business plan. The surveys were applied to 92 people and a Likert scale was used to obtain information on the real situation of the business and areas in which it is proposed to improve, corresponding to the business plan, where the most important ones were that customers value the price, product quality and access to school supplies and extra services; they also believe that marketing and advertising areas should be improved and that the variety of products should be increased, and considered it necessary to implement the business plan, and an interview was conducted with the owner to know about the owner's perspective and the income from this service. It was concluded that the stationery store lacks several product and service marketing skills, and for this it is recommended to implement the business plan that consists of several strategic activities that help to improve profitability