Plan comercial de la Farmacia Punto Azul, en la ciudad de Riobamba, provincia de Chimborazo, periodo 2018 – 2019

Abstract

The objective of this degree work is to develop a Commercial Plan for the Punto Azul Drugstore in the city of Riobamba, province of Chimborazo, period 2018-2019, this is carried out due to the lack of a marketing plan that allows competitive improvement and increase in sales. For the research, surveys were applied to the people from the Condamine sector as well as an interview to the manager of the Punto Azul drugstore to know their criteria and knowledge about the pharmaceutical products offered by the same. The lack of knowledge on the part of the personnel about the promotions, publicity, and discounts, is reflected in the fall of the sales, denoting the lack of commitment to fulfil the business mission and vision, which does not allow the Punto Azul drugstore can reach a sustainable economic development. Marketing strategies were proposed to increase sales and customer loyalty, using new techniques such as advertising and promotions as well as improving the quality and warmth of the service; in addition, strengthening the competitive management of the market, which is characterized by knowing how the attention of new consumers would be brought up. It is recommended to implement the proposed commercial plan to improve market coverage and competitiveness levels.