Plan comercial de la despensa “Daniel” en la ciudad de Guayaquil

Abstract

The main objective of this research work entitled "Plan Comercial De La Despensa Daniel En La Ciudad De Guayaquil" was to achieve brand recognition through the application of strategies in the entity, initially required the collection of information, which was achieved through the application of methodologies such as direct observation in the Institution and tools such as interviews and surveys that were applied to the 300 Daniel pantry clients. Subsequently, an analysis of the results was carried out, it was evidenced that 90.3% wish to receive information from the pantry through social networks since they are communication channels that have taken a trend in recent times to more than optimize time and arrive with a clear message to the public. On the other hand, customers indicated that they want to receive incentives such as discounts and promotions. Subsequently, a SWOT matrix was elaborated and the variables were crossed to obtain the pertinent strategies. Finally, different strategies were carried out that will improve the image of the Institution starting with a new corporate image and customer loyalty, important tools such as advertising were taken through the use of different social networks without leaving behind traditional media. The application and follow-up of this work is recommended to achieve the desired results in the entity