Plan comercial de la empresa productos alimenticios “Fortaliz”, en la ciudad de Riobamba, provincia de Chimborazo, periodo 2022

Abstract

This research project aimed to design a commercial plan for the food products company "Fortaliz" in Riobamba city, Chimborazo province, for the period 2022 through marketing strategies in order to increase its competitiveness. The deductive method, which goes from general to particular, was used to obtain the sample, and a mixed research approach was utilized. The level of research was descriptive, and the type of research was documentary and field, since the findings of the research conducted at the FORTALIZ company in the city of Riobamba were documented. A market study was conducted to determine the acceptance of the company and the level of customer satisfaction with the service it provides to the community. The results were satisfactory because potential users responded favorably. It was identified that an important factor in customer preferences when purchasing the product was the recognition that the company has for the quality it demonstrates in the production and commercialization of its products. Additionally, it was discovered that the preferred means of communication for customers to learn about new projects of the company is through social media. These data contribute to the proposal by developing a commercial plan through the design of marketing strategies to improve the product offered by the company and achieve its objectives, mission, and vision. The commercial plan serves to describe a company's future plans, that is, what products it wants to sell, what services it wants to offer, what markets it wants to conquer, what type of customers are interested, and other strategic objectives.