Universidad Católica Boliviana "San Pablo"

ABTRACT The present project of degree deals with the design and planning of a commercial strategy for Fono Fish, whose activity is the sale and distribution via delivery of dishes to fish bases with their respective garnishes in the urban area of the city of Santa Cruz from the Sierra from the center to the fourth ring of said city. The first part of the investigation focuses on analyzing the general environment, in which we can observe all the aspects that directly affect the company and that are non-controllable factors. The industrial environment, where we can observe all the factors that affect the company, which are analyzed and are controllable by it. And last but not least, the competitors of the company Fono Fish will be analyzed in the market of Santa Cruz, these competitors are divided into direct competition and indirect competition due to the service and product they offer. Then an analysis of the internal environment of the company is made which gives us a more accurate view of it, with these results we can perform the SWOT analysis and the SWOT matrix. Next, the internal analysis of the Fono Fish company is carried out, performing the variable analysis by variables of the current marketing plan. The first part ends when we analyze the behavior of the consumer and what variables affect their purchase decision In the second part, the proposal of the most suitable commercial mix for the company is made, where we can determine which strategy is the most appropriate to achieve the determined objectives. With this already completed, the final budget of said proposal is made.