Propuesta técnica para la gestión comercial de los emprendimientos productivos de la Fundación Protección y Descanso, de la ciudad de Riobamba, provincia de Chimborazo, año 2016

Abstract

The main purpose of this degree study is to design a “Technical Proposal of Commercial Management for productive enterprises from Protection and Rest Foundation, “Which guides the commercialisation of goods and services produced by disabled people into a market of responsible consumers that appreciate certain social and humanitarian management. Both, survey and observation were techniques used to accomplish the objectives of this research. These techniques were useful to analyse the market projection and microenterprises (handicraft, laundry and physiotherapy), where the goods and services produced can be commercialized. This proposal arises from a deep diagnostic providing detailed information about microenterprises, the process of handicrafts manufacture, and the provision of laundry and physical therapy services, then, a commercial plan and strategies were set in order to promote the different goods and services by an advertising campaing. They make possible to access to the competitive market of responsible and conscious consumers who value the significant work performerd by youth and adults with intellectual disability by means of the formulation of tactics aimed to strengthen the process of marketing and sales. Finally projections to determine the feasibility and the entrepreneurship growth at mid and long term. To conduct this work it is recommended to put into practice the marketing strategy to insert the microenterprises in the potential market and increase sales and afford the expenses that the production of those goods and services causes.