Plan de comercialización para la recuperación de mercado de la empresa “Asoprotex Motues” post -covid

Abstract

During the pandemic, several productive and commercial sectors have been affected across the country, one of these is the artisan sector where several artisan associations carried out their activities with great difficulty due to the restrictions that were implemented to face the rise of infections. Therefore, the research work presents a marketing plan for the post-covid market recovery that had the purpose of establishing the necessary planning, to meet the demands of the market in which the organization operates, to keep customers in an acceptable level of satisfaction with the opportunity to improve it periodically. The research methodology used was a qualitative approach through inductive and analytical methods directed in areas of logistics, marketing and administration, to conclude with strategies such as general solutions, as well as the analysis of the current situation to identify the factors of highest priority when planning commercial activity from the relationship with suppliers to end customers, through techniques and instruments for obtaining information such as the application of surveys to members, historical and potential potential customers. The results obtained allowed us to determine the strategies necessary to generate a considerable level of competitiveness. It is concluded that the research work carried out benefits all commercial and administrative areas to achieve the desired market recovery and maintain participation with a considerable level of competitiveness compared to other clothing associations. The adoption of a strategic approach at a macro business level is recommended as it will allow overcoming current challenges, parameterized in sustainable success and growth in the market.