Elaboración de un plan de comercialización para la empresa Tiza Escolar y Material Didáctico Universitaria del cantón Riobamba, perteneciente a la provincia de Chimborazo, para el periodo 2014-2018.

Abstract

This present research work is a Commercialization Plan for the Company Tiza Escolar y Material Didáctico Universitaria (School Chalk and University Didactic Material), in the city of Riobamba, Chimborazo Province. Its main objectives are to analyze the internal competitive situation of the company, to determine action plans to follow, and to accomplish the proposed strategies. In addition, a market research is done, and important variables such as supply and demand are determined. These, when projected, allow to obtain unsatisfied demands. By applying this commercial plan, it is intended to release the products that this organization offers in order to increase the number of customers and at the same time to reach a high level of positioning in town. It will generate working positions boosting local economy and improving their level of participation in the already competitive market for this kind of enterprises. The market research yields as a result an existing unsatisfied demand of abacuses, technical drawing boards, and wooden puzzles. This determines the feasibility of the project in the first place. The cost and income analysis allows to determine the profit of the project, and it helps structuring the cash flow. Variables such as IRR (Internal Rate of Return 17,73 percent); NPV (Net Present Value of 12.877,11) were considered. Since the commercialization plan is a contribution to the economic development of the company, it is necessary to make a concise plan that gives the opportunity for the products to stick to the market and create demand. This plan is great help for the enterprise directors that need to make business management well, and take good decisions.