Plan comercial para la procesadora de pollos “Don Pollito” de la ciudad de Riobamba

Abstract

The objective of this research work was to design a business plan for the chicken processing company "Don Pollito" in Riobamba city, to guarantee an increase in sales in the chicken commercialization market. The research methodology was descriptive based on the compilation of bibliographic information, in addition the quantitative and qualitative approach were used through the application of a survey directed to workers, clients and potential clients. An external and internal analysis was also carried out using the PESTEL, SWOT, EFI and EFE matrices, which made it possible to observe the company's current situation and contributed to the development of strategies for the business plan. The surveys allowed to know the perspective of customers and potential customers, in order to establish their tastes and preferences in the product and service of the company. Also, the interview with the manager allowed to know the administration of the company where a traditional management was observed. The proposed business plan for the company "Don Pollito" contains: strategies for growth, marketing and staff training. These strategies are aimed at improving sales service, building customer loyalty, attracting potential customers and increasing the company's sales. Finally, it is recommended to the company to apply the proposed business plan, so that the present investigation affirms that the business plan is viable and effective to improve the administrative and marketing decision making to differentiate itself from the competition