Diseñar un plan estratégico para mejorar el proceso de comercialización de la empresa embutidora Funorsal, en la parroquia Salinas, cantón Guaranda, provincia de Bolívar, periodo 2021-2025

Abstract

The objective of this research was to design a strategic plan to improve the marketing process of the FUNORSAL sausage company in the Salinas Parish, Guaranda Canton, Bolivar Province, period 2021-2025, in order to create strategies that can serve the company in its marketing process. The methodology used was non-experimental of descriptive and applied type, since a diagnosis was made to know both the internal and external factors of the company, as for the collection of information was developed through surveys directed to the collaborators of the organization and its clientele. As a result it was found that the company only had some sales strategies, which were not applied and were not integrated according to the work of each department affecting its growth, it was evidenced that the absence of strategies resulted in failures in the processes and in the evaluations of the same. It was concluded that the development of strategic plans is of great importance, since they are tools that allow reaching consumers in an effective and precise way, with the purpose of promoting economic growth in any company. It was recommended to use the strategic plan to help polish the methodologies used, maximizing its competitiveness, motivating the increase in distribution, variation of sausages and economic performance.