Plan comercial para la joyería Zafiro’s de la ciudad de Guaranda, provincia Bolívar

Abstract

The objective of this degree work was to develop a commercial plan for Zafiro's Jewelry Store in Guaranda city of Bolivar province, to increase sales through customer satisfaction and at the same time to achieve brand positioning. The methodology used in this research was of a mixed type, being qualitative and quantitative, it consisted of the application of surveys to the selected sample and an internal interview with the General Management to analyze the current situation of the business and understand the purchasing behavior of its market, then the internal and external factors were determined by applying the PESTEL and SWOT matrix, identifying a more complete picture for strategic decision making. The research defined the need for the company to have a commercial plan with strategies that will give them a competitive advantage in the market with aspects of improvement such as training, advertising campaigns, virtual catalogs and incorporation of collection systems. In addition, a marketing mix was added to strengthen the commercialization of Zafiro's Jewelry in specific details. It was concluded according to the theoretical basis and the results found that the business plan will increase sales by generating differentiation and brand value in the market with the development of the strategies proposed, thus, recommending its implementation as a contribution to improve the economic results and the fulfillment of objectives