Plan de comercialización para incrementar el volumen de ventas en la Empresa MOCEPROSA S.A., provincia de Chimborazo, cantón Riobamba

Abstract

The objective of this degree work is to design a marketing plan based on the development of strategies that allow the increase in sales volume for the company MOCEPROSA S.A., located in the province of Chimborazo, Riobamba canton. For this target, an approach with the owner of the company was carried out, who stated that there is no constant flow in sales and it is reported different results when comparing periods; therefore, it is determined the necessity to create strategies to overcome this deficiency. The construction of the theoretical framework was based on the scientific contributions of several authors, additionally a mixed modality research was used; in this way, surveys were applied to employees as well as to fixed clients to know what their needs are, and to the potential market to define strategies that will be contemplated within the marketing plan. The proposal included the development of a new presentation 450 gr. for the city of Riobamba, the use of social networks to access consumers, the development of visual advertising; additionally, the financial feasibility was established determining an IRR 88%. Finally, it is concluded that the volume of sales allows the company to be in the market and satisfy to its fixed clients; but, in case of increase of sales, the company might not be able to face this in an efficient way. For the aforementioned, it is indispensable the hiring of a new technology that allows to optimize resources, so it is recommended to: establish marketing goals that go hand in hand with production, apply compliance assessments and, if necessary, take corrective action on time.