Diseño del plan comercial para Almacenes Unihogar

Abstract

The present research work designing the commercial plan for Unihogar stores, aims to contribute commercial strategies due to the decrease in sales revenue in recent years for this warehouse. The methodology used is based on the development of surveys applied to both personnel and customers of the warehouse, as well as an external and internal analysis through matrices such as PESTEL and FODA that perceived the current situation of the company and also contributed to the development of strategies for said business plan. The interview with the manager of said establishment established knowing the management and administration was carried out without the prior analysis. The employees' inability over the products and the sales process has caused new and potential customers to lose interest in it, reflecting in the breach of proposed sales goals. Preventing the company from excelling and developing the rest of the competition. This proposal contains commercial strategies for diversification, growth, functions and marketing, all of which aim to improve the service and sales process, build loyalty. Protect potential customers and increase the profitability of the company. It is recommended to implement the proposed business plan, as research and analysis confirm the business plan is viable and which serves for better administrative and management decisions allowing differentiate from the competition.