Universidad Católica Boliviana "San Pablo"

ABSTRACT To carry out the project in an orderly manner, it was chosen to divide it into chapters, where each contains the selection and description of the problem along with the objectives, theoretical knowledge, the methodology to be used, the diagnosis, the proposal of the present draft degree together with the validation of the investments needed to implement the proposal and subsequently the corresponding conclusions and recommendations. The first chapter of the project summarizes the problem, which helps to define the objectives, both the general and the specific ones. The overall objective of this degree project is to design a marketing plan to increase sales of the Tropifrut natural fruit line of the bottler Jubol S.R.L in the city of Santa Cruz de la Sierra. The second chapter describes the theoretical knowledge sets that underpin the realization of a marketing plan and everything involved as being topics of strategic planning, situation analysis, operational marketing, among others. The content of Chapter III describes the methodology used to collect the information necessary for the development of this draft degree. that is, the universes of study, the determination of the samples obtained from each universe of study and the operationalization of variables. Chapter IV discusses the macro environment to which the company Jubol S.R.L belongs, as well as the micro or industry environment in which it is located. The purpose of the external environment analysis is to identify threats and opportunities for the company under study. On the other hand, internal analysis consists of identifying strengths and weaknesses as well as identifying the company's current strategy and position against competition alongside market research, its results and conclusions This chapter V contains the proposals put forward together with the necessary budget for the implementation of the proposal and the respective Profit-Cost ratio of the proposal, according