Plan estratégico de marketing y ventas para la empresa la Forta S.A. en la ciudad de Guayaquil.

Abstract

The company La Forta S.A, began its activities in June 2016, which during its 7 years of operation in the food products market has not implemented long-term policies (three years), or strategies to boost its sales that allow it to achieve sustainability. and extend its life cycle. Therefore, the main objective of this work is to develop and propose a strategic marketing and sales plan that gives the company the expansion that it has not been able to achieve due to the absence of effective measures to achieve it. The research approach is mixed. On the one hand, a situational analysis of the company is proposed to identify the current state of the company to later make the proposal based on action plans and strategies that require a budget of USD 7,200.00 annually. On the other hand, interviews were conducted with privileged observers to carry out the SWOT analysis. It is concluded that the proposal, once applied, can promote the necessary expansion to increase the rate of return by 15% in the company La Forta S.A.