Marketing plan to improve the market share of an automotive workshop.

Abstract

Companies apply different criteria to achieve their sales objectives through strategic planning; therefore, the objective was to propose a marketing plan with strategies focused on improving the market share of an automotive repair shop. It was based on a qualitative and cross-sectional approach, with an exploratory and descriptive scope. As a result, a marketing plan was presented with strategies focused on human resources, customers, competition, suppliers, and the external environment. It is concluded that this proposal strengthens sales management to generate achievable and quantifiable results. At the same time, it provides empirical evidence of a marketing plan to improve market share in a local context.