Plan comunicacional para incrementar las ventas y participación de mercado de la empresa ALVESA, ubicada en la ciudad de Santo Domingo, provincia Santo Domingo de los Tsáchilas.

Abstract

This study was taken place in ALVESA, a company dedicated to the production, commercialization and distribution of medical veterinary products, aiming at the elaboration of a Communication Plan to increase sales and market share of the products that this organization distributes. In order to fulfill this purpose, a deep analysis was carried out on the current situation of the company, in order to identify the problems that affect the previous mentioned factors, thus determining that there is not an adequate communication process which makes possible the strengthening of the relationships between the company and its clients, as well as the attention given to them in the after-sales process, in addition to the poor use of social networks and the company's website. To eliminate these shortcomings, a Communication Plan is proposed, conceived through the elaboration of strategies and activities aimed at strengthening the ALVESA brand, enhancing organizational communication, retaining and capturing current and potential clients, respectively. Finally, it is recommended that this plan be implemented, in order to obtain better results in the relationship of the company and its clients to achieve the strategic objectives and goals established by the organization.