Propuesta de un Plan Estratégico de Mercadeo para Incrementar las Ventas y Mejorar el Posicionamiento de la Empresa Fruver Punto Verde

Abstract

Abstract This document is an improvement plan directed to Fruver Punto Verde, which is a retail company, its main source of income is the sale of basic products from the family basket, with almost a decade in service and focused on the leadership of the retail sector. This being the starting point of the internship work where models, marketing concepts, their approaches, elements and perspectives are analyzed. The approach of the investigation is of a descriptive type with a mixed approach, it presents satisfactory results that through different marketing strategies stimulate the strengthening of the direction and the operation of the organization seeking continuous improvement and transformation based on the proposals of Michael Porter, indispensable for the regulation and control of administrative processes. So, for the development of this project, field work was carried out at Engativá town in city in order to analyze and identify consumer behavior, characteristics of the marketing process and activities related to strategic marketing planning by consumers. merchants in order to give a more accurate solution to the problem statement.