Plan de fidelización para la microempresa Ferretería Guerrero

Abstract

This business improvement plan was made with the objective of implementing customer loyalty strategies for Ferretería Guerrero, a company belonging to the hardware sector, located in the city of Bogotá in the town of Engativá, which is dedicated to the commercialization of products for construction and home improvement. The company has been in the market for two years and its direct competitors have been in business for more than 10 years, For this reason, the company identified the need to retain its customers in order to strengthen its customer base, be able to retain them and be loyal customers to their brand and not acquire the products and services of the competition, for the development of this proposal a diagnosis was made through the matrix DOFA, followed by a strategic plan where some strategies are proposed according to the budget of the company that are aimed at achieving the goal projected by the hardware store, Likewise, a sales projection for the year 2020 is proposed and the results that would be obtained with the implementation of this improvement plan.