El Marketing estratégico en el proceso de Ventas de la empresa de licores CÉSAR LAC Cía. Ltda.

Abstract

This research was carried out with the purpose of knowing the influence of strategic marketing in the sales process of the liquor company César Lac Cía. Ltda., Located in the city of Guaranda, for which a diagnosis of the company was carried out using methods such as survey and observation. The field study was carried out with the application of a survey to the inhabitants of the city, in order to determine the current situation of the organization and the knowledge they have about the products offered by César Lac; With this it was verified that 51% have knowledge about the existence of the company, however the product is not very accepted by the consumers, due to the fact that it does not present an adequate packaging design and label, besides the little promotion that is In the sector. For this reason the development of marketing strategies based on the training of sales staff, as well as the creation of more attractive advertising and promotion, allows the company to take advantage of market opportunities and thereby expand locally and better even at the national level.