Plan comercial para mejorar la cobertura de mercado de “Tuly Shoes”, ubicado en la ciudad de Quito, provincia de Pichincha

Abstract

The objective of this degree work was to design a commercial plan for the company Tuly Shoes, in the city of Quito, to improve market coverage. The methodology and technique applied is based on the development of an interview to the manager and two surveys to the workers of the commercial area and to the clients of the company, then the external and internal analysis is carried out, allowing to establish the current situation of the company. The lack of strategies in areas such as logistics, advertising and training impedes business growth because quality service and brand recognition are not guaranteed, evidencing the low market coverage of the company. In conclusion, the strategies proposed in the commercial plan will improve the performance of the activities carried out by management and the commercial area. It is recommended that the commercial plan be implemented to take advantage of each of the growth opportunities that the company has, allowing the development of the company and the fulfillment of its business objectives