ANALISIS DE LOS FACTORES QUE DIFICULTAN EL PROCESO DE COMERCIALIZACIÓN DE INDUSTRIA CARTONERA ECUATORIANA
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2013-08-19
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Universidad de Guayaquil. Facultad de Comunicación Social. Carrera de Publicidad y Mercadotecnia
Resumen
El Objetivo General del presente trabajo es proponer a la Empresa Industria Cartonera Ecuatoriana S.A, mejorar el nivel de Ventas el mismo que en los últimos años no ha generado buenos ingresos produciéndose así una serie de gastos innecesarios; el estudio de este proyecto consiste en no perder la calidad
del cartón y hacer una serie de cambios sistemáticos y operativos y utilizarlos como guía y referencia para encontrar soluciones viables que permitan a la Empresa ser más competitiva; la metodología aplicada para el normal
desenvolvimiento del presente trabajo será: Investigar, recopilar y organizar la información, analizar la situación actual, elaboración de Cadena de Valor, elaborar un diagnóstico de los problemas mediante el análisis del FODA, las encuestas para determinar la frecuencia de los mismos, proponer alternativas idóneas de solución a los problemas encontrados. la falta de una verdadera fuerza de ventas y los costos operativos elevados que inciden en el precio del producto.
Las alternativas de solución que se expresan en esta tesis se deberían implementar por que el beneficio que se obtiene es bueno y rentable para las expectativas de la empresa. Estas alternativas van desde desarrollar modelos de cajas pegadas las
cuales van a necesitar de la compra de una máquina o dispositivo que haga este trabajo; además se buscará nuevas alternativas de combinación de papeles, tratando de bajar el peso (gramaje del papel), sin dejar a un lado la calidad del
cartón, para de esta manera reducir el precio de la caja y adquirir montacargas para bajar los costos operativos y finalmente capacitar al departamento de Ventas para contar con un verdadero equipo. Los resultados del análisis económico (TIR,
VAN y C/B) muestran la conveniencia de realizar la inversión.
The general objective of this paper is to suggest the Ecuadorian Cartonera Company Industry SA, improve the level of sales the same as in recent years has generated good income thus producing a series of unnecessary expenses, the study of this project is to keep track quality carton and make a series of systematic and operational changes and use them as a guide and reference to find viable solutions to enable the company to be more competitive, the methodology used for the normal development of this work will: Research, collect and organize information, analyze the current situation, development of value chain, make a diagnosis of the problems through SWOT analysis, surveys to determine the frequency thereof, propose suitable alternatives solutions to the problems encountered. the lack of a true sales force and high operating costs that affect the price of the product. The remedies expressed in this thesis should be implemented for the benefit you get is good and profitable for the company's expectations. These alternatives range from developing the models of junction boxes which will require the purchase of a machine or device to do this job, also will seek new alternatives for combination of papers, trying to lose weight (paper weight), leaving aside the quality of cardboard, and in this way reduce the price of the box and acquire forklift to lower operating costs and ultimately sales training department to have a real team. The results of the economic analysis (IRR, NPV and C / B) show the appropriateness of investing.
The general objective of this paper is to suggest the Ecuadorian Cartonera Company Industry SA, improve the level of sales the same as in recent years has generated good income thus producing a series of unnecessary expenses, the study of this project is to keep track quality carton and make a series of systematic and operational changes and use them as a guide and reference to find viable solutions to enable the company to be more competitive, the methodology used for the normal development of this work will: Research, collect and organize information, analyze the current situation, development of value chain, make a diagnosis of the problems through SWOT analysis, surveys to determine the frequency thereof, propose suitable alternatives solutions to the problems encountered. the lack of a true sales force and high operating costs that affect the price of the product. The remedies expressed in this thesis should be implemented for the benefit you get is good and profitable for the company's expectations. These alternatives range from developing the models of junction boxes which will require the purchase of a machine or device to do this job, also will seek new alternatives for combination of papers, trying to lose weight (paper weight), leaving aside the quality of cardboard, and in this way reduce the price of the box and acquire forklift to lower operating costs and ultimately sales training department to have a real team. The results of the economic analysis (IRR, NPV and C / B) show the appropriateness of investing.
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INDUSTRIA CARTONERA, VENTAS