Diseño de estrategias de ventas de uniformes ejecutivos para la penetración en el sector de las pymes.
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Fecha
2016
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Universidad de Guayaquil
Resumen
Los uniformes para el mercado laboral han tenido vigencia desde que las empresas
se desarrollaron conjuntamente con la expansión del mercado mundial, es así que las
grandes empresas, especialmente las fábricas utilizaban los uniformes para el uso de sus
obreros, pero con el tiempo fue extendiéndose para los oficinistas y de esta manera
distinguirse, diferenciarse de la competencia. El uniforme laboral es una manera de
mostrar la imagen y la marca de una firma, como la impronta de un vehículo, y que
conjuntamente con los valores impuestos por los directivos, representan y reflejan la
Cultura Organizacional de la empresa o institución. (VENCAPRO, 2011).
Las empresas transnacionales, asimilaron progresivamente la identidad que
reflejaba el uso de un uniforme que incluso les permitiera potenciar sus marcas, lo que
determinó que las empresas de todo el mundo utilice el uniforme laboral por propia
iniciativa o por regulación laboral. En América Latina el uso del uniforme laboral es
una generalidad y es regulado por el estado, así también en el Ecuador es una costumbre
el uso del uniforme tanto en empresas públicas como privadas, dado que apenas el 15%
del país no usa uniforme gracias a la regulación laboral vigente. (Líderes, 2016)
Sectorial y específicamente, en Manta existen algunas empresas dedicadas a la
confección de vestimenta para empresas, siendo una de ellas precisamente “Modas
MAGVI”, la que con más de 7 años en el mercado, se dedica a la provisión de
uniformes ejecutivos a las empresas públicas y privadas, es decir, un segmento
exclusivo en este ámbito y su intención es consolidarse en este segmento de mercado
para las pequeñas y medianas empresas.
Uniforms for the labor market have been in effect since the companies were jointly developed with the expansion of the world market is so large businesses, especially factories used uniforms for the use of their workers, but eventually was extending to office workers and thus distinguished from the competition. The work uniform is a way to show the image and brand of a signature, as the imprint of a vehicle, and together with the values imposed by managers represent and reflect the organizational culture of the company or institution. (VENCAPRO, 2011). Transnational corporations gradually assimilated the identity reflecting the use of a uniform even allow them to promote their brands, which found that companies around the world use the work uniform on its own initiative or labor regulation. In Latin America the use of the work uniform is a generality and is regulated by the state, and also in Ecuador is a custom uniform wear both public and private companies, since only 15% of the country uses nonuniform thanks to the current labor regulation. (Leader, 2016) Sector and specifically in Manta there are some companies engaged in garment manufacturing enterprise, one of which is precisely "Modas MAGVI" which with more than 7 years in the market, is dedicated to providing executives uniforms companies public and private, that is, an exclusive segment in this area and intends to consolidate in this market segment for small and medium enterprises.
Uniforms for the labor market have been in effect since the companies were jointly developed with the expansion of the world market is so large businesses, especially factories used uniforms for the use of their workers, but eventually was extending to office workers and thus distinguished from the competition. The work uniform is a way to show the image and brand of a signature, as the imprint of a vehicle, and together with the values imposed by managers represent and reflect the organizational culture of the company or institution. (VENCAPRO, 2011). Transnational corporations gradually assimilated the identity reflecting the use of a uniform even allow them to promote their brands, which found that companies around the world use the work uniform on its own initiative or labor regulation. In Latin America the use of the work uniform is a generality and is regulated by the state, and also in Ecuador is a custom uniform wear both public and private companies, since only 15% of the country uses nonuniform thanks to the current labor regulation. (Leader, 2016) Sector and specifically in Manta there are some companies engaged in garment manufacturing enterprise, one of which is precisely "Modas MAGVI" which with more than 7 years in the market, is dedicated to providing executives uniforms companies public and private, that is, an exclusive segment in this area and intends to consolidate in this market segment for small and medium enterprises.
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INNOVACIÓN,, COMPETITIVIDAD, CUSTOMERS RELATIONSHIP MANAGEMENT, PARTNERS RELATIONSHIP MANAGEMENT