Universidad Católica Boliviana "San Pablo"

ABSTRACT General Lux SRL, is a commercial company dedicated to the sale of appliances in the city of Santa Cruz de la Sierra Bolivia, in order to satisfy the tastes and needs of its customers and at the same time develop in the business environment, reason for the Which was necessary to incorporate criteria and strategic orientations that serve as support in the competitive environment through the proposal of a Planning Marketing Strategy thus strengthening sales revenues. The Marketing Strategy Planning was based on theoretical principles, as well as on the information provided by the Manager of the company. For this reason and in order to fulfill the objectives, a Marketing Strategy Planning was proposed to diagnose the current situation, define strengths, opportunities, weaknesses and threats by establishing a program either in the short or long term, besides setting strategic objectives that serve Of contribution in the development of the entity at the moment of putting them into practice allowing it to perform efficiently in the competitive environment. The results obtained from each of the objectives helped to know and show the positive and negative aspects about the operational situation of the company, thus enabling the mission, vision and business values that are indispensable to be identified and differentiated from the In addition, through the SWOT analysis, the areas with the highest and lowest risk were identified in order to determine the strategies with their respective programs, as well as the budget necessary for the development of the proposed Marketing Strategy. Strategic objectives were fundamental at the time To realize the project that once put into practice will be of great contribution in the strengthening and progress of the company so that it is seen in the future as a leading institution in the market. In this sense, the structure of the work is divided into 8 chapters: Chapter I shows the entire methodological structure of the research, the approach to the problem affecting General Lux S.RL ., the general and specific objectives They seek to achieve, the justification of the work and methodological aspects. Subsequently, in Chapter II, the theoretical supports necessary for a better understanding of the research topic are presented, in order to provide a solid basis for the identification of the identified problem. In Chapter III, one can observe the conceptualization related to Strategic