Plan comercial para incrementar las ventas de la tienda Napo Emprende, de la ciudad de Tena

Abstract

This Curricular Integration Work focused on the Napo Emprende store, located Tena canton of Napo province, dedicated to the commercialization of Amazonian products with added value, based on a sustainable and environmentally friendly development. The objective of the research was to design a proposal for a commercial plan to increase the sales of Napo Emprende store in Tena city. For which the inductive and deductive methods were used; also, survey and interview as techniques. It was worked with a total sample of the population in terms of the economically active population of Tena city. After analyzing and interpreting the results obtained, the importance of business planning was identified; furthermore, from the diagnosis made it has been possible to propose the Business Plan through the SWOT matrix that helped to analyze the current situation of the store and allowed to establish the following aspects: diagnosis of the company, market research, analysis of competition, corporate image, distribution channels, promotion / employee training, advertising, prices, customer service and after-sales service, and budget. With these aspects, strategies were established to help the store to obtain greater profitability, thus concluding that the store should adopt the proposal of the business plan design so that it fulfill the achievement of its objectives