Diseño de un plan estratégico para la comercialización de los servicios de la Microempresa Portal del Río en la ciudad de Riobamba

Abstract

The “Desing of a strategic plan for the commercialization of services of microenterprise Portal del Rio in the city of Riobamba”, the company dedicated to provide the service of events and the provision of prepared food and beverages. The present plan seeks to define the marketing and commercial strategies that adapt to the Company to gain recognition in the local market. These strategies emphasize many of the direct influences on the purchasing process such as infrastructure, image, customer service and care, seasonal offers such as discounts, promotions and payment facilities. The strategies proposed in the plan are the results of a previous analysis of the internal and external enviroment of the company, and its current performance. Analysis carried out through the various strategic matrices such as SWOT, SWOT crossover, Strategic SWOT, and Matrix MPC. The implementation of the strategic Plan requires and economic outlay of $ 4581,00 to carry out to practice and make use of the proposed one.