Planificación comercial con enfoque de responsabilidad social empresarial para Abitare Servicios inmobiliarios de la ciudad de Riobamba, periodo 2022-2023

Abstract

The objective of the study was to elaborate commercial planning with a corporate social responsibility approach, as a contribution to increase the sales of "Abitare Servicios Inmobiliarios"; for this purpose, the research background and the theoretical basis on the subject were supported; a diagnosis of the commercial area was carried out to determine the situation of the organization and the proposal was developed. The research approach of the work was mixed, the results obtained from both qualitative and quantitative models; the level reached by the study was considered explanatory, at the end of the development of the proposal a brief explanation of the benefits that this planning will bring to the company is detailed; also, the research design was non-experimental and cross-sectional; of documentary and field type. A survey was made to a sample of 385 people who were found within the population with full employment in the country, in order to know the needs of the real estate market with respect to the services offered by the company, also an interview was made with the commercial manager of the company, in order to know the strengths, opportunities, weaknesses, and threats. Both questionnaires were formulated with open and closed questions, which allowed for gathering the information for the research. As for the results obtained, it is verified that the proposal has the conditions to provide a solution to the central problem of the research, which was to increase the level of sales and create an economic, environmental, and social value for the real estate company, by establishing strategies to guide it. It is concluded in the importance of its implementation in the company and it is recommended the extension of the study, the use of other tools and administrative methods for the integral development of further research