Aplicación de técnicas comerciales para potencializar el crecimiento de ventas en una distribuidora de consumo masivo en la línea de cuidado del hogar canal tradicional en ciudad de Guayaquil

Abstract

Abstract:The present work deals with the application of commercial techniques to boost sales growth in the mass consumption distributor in the Canal Tradicional home care line in the city of Guayaquil. It is an investigation with a study with a descriptive and also explanatory relationship of a qualitative, inductive and transactional type, because it adjusts to its particularities and characteristics adjusted to its profile. Through the application of research instruments, the diagnosis of the real distribution process of the organization is made, as well as the determination of the context in which it carries out its activities through the study of the macro and micro environment from which the situational strategic analysis. to later formulate the generic strategies and the marketing combination, highlighting the role of the sales force to achieve the objectives. The schedule of activities to develop this with the budgets for the application of techniques, as well as the sales projection for the coming years. Finally, the respective conclusions and recommendations are shown, which corroborate the hypothesis, about the application of commercial techniques to improve sales growth.