Diseño del plan comercial de la Compañía Suiza DAJED Cía. Ltda, de la ciudad de Ambato, provincia de Tungurahua, periodo 2017 - 2020

Abstract

The commercial plan design of the SUIZA DAJED CIA. LTDA. Company of Ambato city, Tungurahua Province, 2017-2020 period, was carried out in order to constitute a tool that could help with a better distribution of resources to achieve its objectives and plans in an organized and effective way. For its development, surveys were carried out to the partners and executives of the company as well as the SWOT analysis, to determine the current situation of the company, where it was found lack of training, unawareness of administrative tools and the measurement of the efficiency and efficacy indicators of the executed plans among the directors and partners, that did not comply with the objectives of the company. The marketing plan for the entity was made in which new marketing strategies such as advertisement, creation of the website and training for employees and partners are suggested to determine the key factors of success with the ultimate goal of lasting over time with profits, expansion and recognition. It is recommended the implementation of the commercial plan, so that the company can keep the customers and investors' loyalty and thus fulfill the institutional mission and vision through economic and social development programs, to become a leading institution at the provincial level and increase its level of competence.