Plan de negocios para la Distribuidora “NB” de la ciudad de Guaranda, provincia de Bolívar, para el periodo 2017

Abstract

The objective of this degree work is to carry out a business plan for the Distribuidora "NB" of the city of Guaranda, province of Bolívar, for the 2017 period. For the study, surveys were conducted aimed at clients and interviews with staff, it allowed collecting necessary information from the target market. The most important findings that were obtained in the investigation were: the customers of the Distribuidora often use social networks and the radio, so it suggests that they advertise through these means, the clients are not completely satisfied with the service provided by the staff of the company, there is no good relationship between the sales force and consumers, some of the buyers of the Distribuidora are unaware of it. According to the research, strategies were made to build loyalty to customers and therefore gain new, the budget allocated will be $ 6160.70 for the application of these. It was evidenced that the Distribuidora gives very little importance to a marketing plan to promote itself in its local market, thus weakening the loyalty of customers and thereby losing their market share, so its immediate application is recommended in the Distribuidora NB.