Plan comercial de la Empresa APICARE Cía. Ltda. en la ciudad de Riobamba, provincia de Chimborazo, periodo 2018

Abstract

The objective of the degree work is to prepare a Commercial Plan for the company Apicare Cía. Ltda. In the city of Riobamba, province of Chimborazo, period 2018, it is done due to the lack of a marketing plan, which allows the improvement of strategic business management, we worked on a general objective that was to develop a business plan that allows the improvement of the strategic management of the market of the company APICARE of the city of Riobamba, the theoretical framework was elaborated articulating the theories and concepts of respected researchers on the commercial processes, the applied methodology was the field work, through a survey made to the users of the city of Riobamba to know their criteria and knowledge about the products that Apicare offers, knowledge that allowed to verify the idea to be defended, the proposal was elaborated as a result of the same investigative work that were the market strategies to minimize the weaknesses found it was concluded that the lack of knowledge on the part of the staff about planning and strategic what is reflected in the decline in sales denoting the lack of commitment to meet the mission and business vision, which does not allow the company to achieve sustainable economic development, so it is recommended to implement new techniques such as: advertising of communication and promotions in order to verify compliance with the times assigned to each action plan, activity and / or function; of the company APICARE.