Universidad Católica Boliviana "San Pablo"

ABSTRACT The research´s main purpose is the elaboration of a commercial strategy to increase the market share for SABONIS in the city of Santa Cruz de la sierra. SABONIS offers a wide variety of school and office supplies that are oriented in the use of the general public. Within its variety of products we must highlight some innovative supplies that are focused toward university students. As the main problem, the brand has a very small market share compared to other leading brands. In the following research project, two different speculations will be presented referring to strategy, price segmentation promotion and publicity. In the market research, it is highlighted that the brand has limited publicity and promotion of its products in a competitive manner. Finally, a proposal is designed to make an impact on the final customer and this way increase the market share, as well as a program and budget for its implementation.