Plan de marketing para el mejoramiento de los niveles de ventas de la Créditos Económicos - Agencia Salinas.

Abstract

The sector that this study focuses on is Wholesale and retail trade, which represents 60.09% of the economic sector in the province. The Economic Credit Agency located in the canton Salinas currently has limited sales levels of 80%. Therefore, the general objective of this study is to design a marketing plan, through the establishment of strategies with the aim of improving the sales levels of Créditos Económicos-Agencia Salinas. To this end, the theoretical framework is based on the study variables that are: marketing plan and sales improvement, each one describes its characteristics with its respective bibliographic references. The research design used is the qualitative one that uses the types of descriptive, exploratory and documentary research; which in turn employ the following methods: deductive, inductive, analytical and synthetic. Subsequently, the study uses information gathering techniques such as the survey conducted with clients and an interview with the executives of the agency. The population that has been considered as field reference are the inhabitants of the province of Santa Elena, considering the PEA that in total there are 108,930 people, whose sample is of 383 people to be surveyed. The proposal is made up of strategic marketing, tactical marketing, which describes the 4 P's of marketing; In addition to the positioning and intensive strategy to finally reach the budget that borders the 20,438.00 dollars.