Plan de comercialización para el local comercial CELRED en la ciudad de Riobamba

Abstract

This research objective was to develop a marketing plan for the CELRED shop in Riobamba city to guarantee a sales increase in the current market. The research methodology used was descriptive, based on the collection of bibliographic information. The methods used were quantitative and qualitative, and by surveys to current and potential clients, an external analysis was carried out using PEST tools, Porter's five forces and an internal study using SWOT, EFI and EFE matrices, Balanced Scorecard (Balanced Scorecard), which made it possible to observe the current situation of the company and helped to formulate business planning strategies. The surveys allowed to know the point of view of the clients, their needs and preferences with respect to the products and services of the commercial premises; the interview with the manager allowed to get information about the development of the company, revealing that the administrative management is carried out in a traditional way. The proposed business plan for CELRED includes strategies for growth, marketing and employee training, with the aim of improving sales service, customer retention, attracting potential customers and increasing the company's sales. It recommended that the company implement the proposed business plan, as this study confirms that it is feasible and effective in making management and marketing decisions to differentiate itself from the competition