Plan de negocios para comercializar programas de PNL de la agencia de publicidad KOLASIS BTL dirigido al sector inmobiliario y de la construcción en la ciudad de Guayaquil para el año 2019.

Abstract

The research aims to develop the Business Plan to market "Programs in NLP" of the agency KOLASIS BTL aimed at the sale force of the construction and real estate sector for the year 2019. Whose research was based on conducting a market study by means of data collection from primary and secondary sources, in addition to using market research tools such as determination of Porter forces, PESTA, SWOT, CAME, Ansoff analysis, among others, which provided relevant information on the environment in the which is going to develop the project. The results indicated that although the construction and real estate sector recently had years of decrease between 2014 and 2016, affected mainly by the international economy, there is a slight increase in 2017 and for the first quarter of 2018 the reactivation is evident of the sector. The advertising agency KOLASIS BTL proposes to diversify its services through NLP Programs applied to the sales force, with the particularity of working in the human part of the individual salesperson and maximizing their skills based on three axes: visual, auditory and sensations, These programs have as a strategy to design personalized programs for each institution and after sales service to evaluate the results and continue with new programs.