Strategic Sales Planning in a Tent Factory: Diagnosis and Proposal of Actions to Overcome Commercial Stagnation

Abstract

This study addresses the problem of low performance and stagnant sales in a tent factory located in Imperatriz, Maranhão, Brazil, considering the need to understand its internal causes and guide improvement actions. The overall objective was to analyze the causes of the company's low commercial performance and propose solutions through strategic sales planning. Methodologically, an applied, descriptive research was conducted, using the case study as an investigation strategy, with a qualitative-quantitative approach. Data collection occurred through semi-structured interviews with managers and members of the sales team, direct observation of the sales routine, and document analysis of reports and sales indicators. The results showed the existence of commercial stagnation, mainly associated with poorly structured prospecting, the absence of goals and performance indicators, the lack of standardization of the sales process, and inconsistency in the follow-up of proposals. Based on the diagnosis, strategic actions were proposed aimed at structuring prospecting, organizing the sales process, implementing indicators, and strengthening follow-up and customer portfolio management. It was concluded that internal weaknesses in strategic sales planning limit the company's growth, and that adopting organized actions aligned with the plan can contribute to improved sales performance and more consistent results.