Diseño del plan comercial para la empresa Totalhome de la ciudad de Riobamba, provincia de Chimborazo en el periodo 2023 - 2025

Abstract

This research aims to "Design a business plan for Totalhome company in the period 2023-2025" due to the fact that Almacenes Totalhome in the last months of the year 2022 has presented a decrease in sales and an increase in the overdue portfolio, which would cause little liquidity for the company, its marketing plans are not developed strategically, so its empirical knowledge is the fundamental basis for any decision. The methodology was developed by a mixed approach which are research processes for the definition of the topic and the problem statement, and its perceptual research level addressed a study event that developed the exploratory and descriptive research; the study population were the people of Chimborazo province where the necessary information was obtained through methods, techniques and instruments. It was determined that the company does not evaluate the market risks of each period, and with respect to the overdue portfolio, there is no collection schedule at home or at work, and the salespeople are not motivated to reach the sales budget for each month. Since there is not an adequate management in the commercial area, it is proposed to implement the design of a commercial plan that includes strategies to increase sales and recover liquidity