Diseño de estrategia de marketing para incrementar las ventas de la línea diaria de la empresa su carne
Fecha
2016
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Universidad de Guayaquil
Resumen
Al presentarse ciertas falencias en determinadas compañías de productos cárnicos, nace Su Carne; que es una empresa comercializadora de pollo, cerdo, res, y embutidos. Sin embargo su última línea no ha tenido los crecimientos esperados, por lo que es necesario generar una estrategia de marketing que incremente las ventas, a través de herramientas como la investigación, por medio de encuestas que permitan conocer las necesidades del mercado a través de sus actores como son el detallista (punto de venta PDV) y el consumidor; éste último que si bien es cierto no es atendido de manera directa por la empresa, es clave en la rotación del producto, por ende se lo considera participante indirecto y esencial en el proceso compra-venta. Las necesidades son diferentes en cada actor, por lo que se requiere que la mejora de procesos como las promociones a proponer como producto adicional o mas producto, o descuentos; sean de satisfacción para los participantes de éste escenario, esto implica también conocer que hace la competencia para no coincidir en actividades similares y evitar un desgaste. El seguimiento oportuno permitirá tomar los correctivos necesarios para llegar a lo planificado, siendo la comunicación un medio neurálgico para lograr el planteamiento, ya que instrumentos como afiches, flyer, procesos de merchandising, serán los ayudantes en las actividades a desarrollarse.
At present certain shortcomings in certain meat products companies, born His Flesh; which it is a marketer of chicken, pork, beef, and sausages. However his last line has not had the expected growth, so it is necessary to create a marketing plan to increase sales, through tools such as research, through surveys to meet market needs through its actors such as retailer (point of sale PDV) and the consumer; the latter if it is true is not served directly by the company, it is a key product rotation thus is considered indirect and essential participant in the buying and selling process. The needs are different for each actor, so it is required to process improvement as promotions to propose as an additional product or more product or discounts; are satisfaction for the participants of this scenario, this also involves knowing the competition does not coincide in similar activities and to prevent wear. Timely monitoring will take the necessary corrective measures to reach planned, being a powerhouse communication means to the approach, as instruments such as posters, flyers, merchandising processes will be assistants in activities to develop.
At present certain shortcomings in certain meat products companies, born His Flesh; which it is a marketer of chicken, pork, beef, and sausages. However his last line has not had the expected growth, so it is necessary to create a marketing plan to increase sales, through tools such as research, through surveys to meet market needs through its actors such as retailer (point of sale PDV) and the consumer; the latter if it is true is not served directly by the company, it is a key product rotation thus is considered indirect and essential participant in the buying and selling process. The needs are different for each actor, so it is required to process improvement as promotions to propose as an additional product or more product or discounts; are satisfaction for the participants of this scenario, this also involves knowing the competition does not coincide in similar activities and to prevent wear. Timely monitoring will take the necessary corrective measures to reach planned, being a powerhouse communication means to the approach, as instruments such as posters, flyers, merchandising processes will be assistants in activities to develop.
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Palabras clave
VENTAS, ENCUESTAS, SERVICIO, DETALLISTAS, CONSUMIDORES