Plan comercial para la agencia de la COAC Indígena SAC Ltda. Riobamba, provincia de Chimborazo, año 2018

Abstract

The design of the commercial plan for the agency of COAC Indígena SAC LTDA. Riobamba, Chimborazo province, 2018, was carried out in order to be a tool that helps a better distribution of resources for the fulfillment of objectives and plans in an organized and effective way. For its development, surveys to partners and managers and the SWOT analysis were conducted, which found the lack of trainings, ignorance of the administrative tools and the measurement of efficiency and the effectiveness indicators of the executed plans among managers and partners. The marketing plan was carried out for the entity where new market strategies were proposed such as advertising, the creation of the website and training for co-workers and partners in order to determine the key success factors with the primary objective of lasting over time with profits, expansion and recognition. These four factors will, without a doubt, lead to institutional success, as long as it has a good management and orientation, through administrative tools for proper decision making. It is recommended to apply new techniques such as: salesforce strategies, advertising and promotion, in order to generate added value in customer service and communication. This will be effective and personalized, facilitating contact with customers at any time.