Diseño de un plan comercial para la Empresa Comisariato “Red Market” de la ciudad de Riobamba, provincia de Chimborazo, para el periodo 2016

Abstract

The present degree work with the topic Design of a Commercial Plan for the commissariat Red Market of the city of Riobamba, province of Chimborazo, for the period 2016, Which is dedicated to the retail and Wholesale businesses for basic needs at home. It has as aim to offer a tool of comercial management that allows generating higher sales to the commissariat. For collecting data, surveys were made to the current and potencial customers, by means of which the likes ande preferences, main characteristics and relevant aspects that are considered important at the moment to decide in which place to go shopping, as well as a SWOT analysis allowed knowing its current situation. To desing the comercial plan, four stages were planned as follows: the first, the situational diagnosis stage; the second stage the estrategic direction; the third stage, commercialization strategies and the fourth stage, implementing and execution. All of these adapted to the requirements of the commissariat. With the implementing of the comercial plan will generate a bigger customer acquisition, counting with planned activities of advertisement, reaching a higher participation in the Market and increasing the sales. An important recommendation to mention is to make a correct implementing of the comercial plan, a tracking and control to evaluate the final outcomes and feedback for the coming periods.