Plan de negocios para incrementar las ventas de la Empresa Boman Sport de la ciudad de Ambato, provincia de Tungurahua, período 2018

Abstract

This research work of a Business Plan to increase the sales of Boman Sport Enterprise of Ambato city in Tungurahua province was prepared to know what influence it had on the sales of this company. The fieldwork employed are based on surveys performed to the population of Ambato, which allow identifying the enterprising positioning. In addition, a SWOT analysis was conducted in this work to determine its current situation. The most relevant findings were that Boman Sport enterprise is not positioned in the market although the population is informed constantly through the alternative media such as billboards, internet, and social networks consequently, poor communication of the company and its products is detected. Nevertheless, there is an important acceptance of sports products in the target public for this reason a business plan for Boman Sport enterprise was designed to strengthen its image in the market establishing marketing strategies with the aim to enhance communication among the company and the community. Consequently, through the proposed business plan, greater customer acceptance will be obtained, the market share will be expanded while increasing customer loyalty.