Plan estratégico comercial para mejorar la rentabilidad de la Empresa IDC Importadora de Computadoras de la ciudad de Riobamba, provincia de Chimborazo, período 2016

Abstract

The “Strategic business to improve the profitability of IDC (Computer Importer) company of Riobamba city, Chimborazo province, period 2016 “, which will contribute to the increase in sales. It was developed based on a diagnosis, being applied the EFE (External Evaluation Factors) and EFI(Internal Evaluation Factors) matrixes, related to the micro enviroment of the company; on the other hand the analysis of the PEST (Political,Economic,Social and Technological) factors are applies, to determine the possible consequences that these elements can cause in the commercial develomet of the company. Based on the surveys, it was possible to define that potential customers, in their geat majority, prefer quality in the service as a fundamental factor, to choose their supplier of technological products, which have a monthly frecuency of purchase, oriented in large majority to students and business segment; for this, strategies have been defined to help promote the purchase of computer equipment. In order to improve the commercial management of the company IDC ( Importer of Computers), it is suggested the implementation of radial adevertising, social networks, advertising in urban buses, as this will ecourage the commercialization of such business, the fulfillment of busness goals will be achieved and thus the business profitability will be improved.