Plan de comercialización para la empresa “Comercial Andeacero” de la ciudad de Riobamba

Abstract

The objective of this titling work was to develop a business plan in the company "Comercial Andeacero" in the city of Riobamba, province of Chimborazo to increase its sales. Currently, in recent years, sales have suffered a drastic decline, due to lack of actions or tactics that allow promoting the product in the market and achieving a successful positioning of the company before the competition. For the methodological development, the mixed approach is applied, obtaining qualitative and quantitative data, the level of research used was descriptive, correlational, and explanatory, for the collection of information, surveys were applied to potential clients and an interview with the owner, which allowed us to know that 65% are frequent customers with great knowledge of the products offered by the company, they purchase products on a monthly basis, so their needs must be followed up, to establish marketing strategies that allow them to capture their attention and can be part of active clients. 44% of customers are inclined to advertising media related to web pages and social networks, so online advertising is essential. It is concluded that through the situational diagnosis of "Comercial Andeacero" it is identified that it has more weaknesses than strengths, these represent the weak points or internal negative aspects, which causes it to be in an unfavorable point compared to its competitors. It is recommended to execute the strategies proposed in this study related to the product, price, place, and promotion, since from the study and understanding of the needs and desires of the consumer, the company offers a mix adjusted to the tastes of the buyers, delivers benefits and increases the level of satisfaction, all of which translates into value