Análisis y diseño de un plan de mejoramiento para el Concesionario Americana de Automóviles S.A.S

Abstract

In the present project it is proposed to develop an analysis and subsequent design of an improvement plan for the dealership of used vehicles Americana de Automóviles S.A.S. from an internal and external analysis of the organization. A management of the marketing that manages the company in terms of sales, visibility and customer service management will be carried out. In accordance with the above it is necessary to carry out a strategic planning that encompasses a study of the macroenvironment and the microenvironment of the organization, it is also important to analyze these two elements because from there it is possible to identify opportunities and threats to which the concessionaire can respond to turn them into strategy. While it is true that the stability of the automotive sector presents a turbulent movement in terms of sales, it is necessary to create marketing strategies to ensure that customers buy. Accordingly, the objective is aimed at generating a positive impact on the company through the creation of strategies that reinforce the sales area, to offer the customer a differentiating element that adds value to the commercial work and improvement in customer loyalty through advertising channels that the dealer uses as a distinctive model against the competition.