Diseño de un plan comercial para la Joyería “Katty” de la ciudad de Riobamba, provincia de Chimborazo, período 2017

Abstract

The present research work, design of a commercial plan for the jewelry “Katty” in Riobamba city. Chimborazo province, during the period 2017, has the intention of the business. The research was based on the application of surveys to internal and external clients, the PEST analysis (political, economic, social, and technological) and the study of SWOT matrix that allowed to know the real situation in which the business develops. The study determined that the company requires the application of a commercial plan that lets the best performance in the market, also stated that a large part of the economically active population of the city acquires jewelry products so this demonstrates that the products have acceptance by the pollution, in addition to that there is a deficiency in the organization. The proposal is based on creating strategies aimed at the sales force and the mix marketing. By applying the proposal the company will have an adequate organization with a better flow in process and tasks, in the sales area there will be a greater commitment on the part of the sales force, and in marketing the applying of the strategies will let a better inventory rotation and market positioning. It is recommended that Katty jewelry implement the proposed plan.