Sistema de distribución para ventas por catálogos de productos agropecuarios y veterinarios en la microempresa Agrop-Jiv, localizada en Palestina
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Fecha
2017
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El presente trabajo se realizó en el cantón Palestina enfocada en el área de
comercialización, es por ello que el propósito de este estudio consiste en la realización del
análisis de un sistema de distribución para ventas por catálogo de productos agropecuarios en la
microempresa “Agrop-jiv”, ya que es una herramienta de gestión que genera rentabilidad, mejora
la atención al cliente, otorga rentabilidad en los activos y servirá de guía a la dirección para
ayudar a cumplir su misión, visión, objetivos y demás indicadores de gestión; para realizar este
proyecto se emplearon aspectos relacionados con el estudio de mercado, métodos estratégicos
relacionados con el producto, precio, promoción, canales de distribución, el análisis FODA, las
técnicas de investigación y las metodologías necesarias que permitan conocer la situación actual
del negocio y así poder aplicar medidas correctivas para mejorar las ventas con el canal de
distribución por catálogo que facilite la información óptima de los productos agropecuarios a los
clientes, para esto se usaron las encuestas y sus respectivas tabulaciones enfocadas al sector
Palestina, se ejecutaron el punto de equilibrio para el alcance de la rentabilidad, las proyecciones,
los procedimientos y debido a que en la provincia del Guayas el analfabetismo digital es alto en
especial en el sector rural, entonces este método de ventas por catálogo, permitirá mejorar la
socialización de los productos en el cantón ya que habrá un acercamiento directo con el cliente el
cual podrá seleccionar sus insumos de una manera rápida y eficaz. Adicionalmente, esta
propuesta después de su estudio y evaluación presenta una alta viabilidad a nivel de mercado,
nivel operativo y nivel financiero con una TIR DE 27,64% y un VAN de $10.813,75.
This work was done in the Palestinian canton focused on the area of marketing, this is why the purpose of this study is to carry out the analysis of a distribution system for sales by catalog of agricultural products in the microenterprise "Agrop-jiv", as it is a management tool that generates profitability, improves customer service , provides profitability in assets and will guide management to help fulfil its mission, vision, objectives and other management indicators; To carry out this project we used aspects related to the market study, strategic methods related to the product, price, promotion, distribution channels, the swot analysis, the research techniques and the necessary methodologies that allow to know the current situation of the business and to be able to apply corrective measures to improve the sales and to implement the distribution channel by catalog that facilitates the optimal information of the agricultural products to the clients , for this the surveys and their respective tabulations focused on the Palestinian sector were used, the equilibrium point was executed for the scope of profitability, the projections, the procedures and because in the province of Guayas digital illiteracy is high especially in the rural sector, then this method of sales by catalog, will improve the socialization of the products in the canton as there will be a direct approach with the client which can select Their inputs in a quick and effective way. In addition, this proposal after its study and evaluation presents a high viability at the market level, operating level and financial level with a TIR of 27.64% and a van of $10,813.75.
This work was done in the Palestinian canton focused on the area of marketing, this is why the purpose of this study is to carry out the analysis of a distribution system for sales by catalog of agricultural products in the microenterprise "Agrop-jiv", as it is a management tool that generates profitability, improves customer service , provides profitability in assets and will guide management to help fulfil its mission, vision, objectives and other management indicators; To carry out this project we used aspects related to the market study, strategic methods related to the product, price, promotion, distribution channels, the swot analysis, the research techniques and the necessary methodologies that allow to know the current situation of the business and to be able to apply corrective measures to improve the sales and to implement the distribution channel by catalog that facilitates the optimal information of the agricultural products to the clients , for this the surveys and their respective tabulations focused on the Palestinian sector were used, the equilibrium point was executed for the scope of profitability, the projections, the procedures and because in the province of Guayas digital illiteracy is high especially in the rural sector, then this method of sales by catalog, will improve the socialization of the products in the canton as there will be a direct approach with the client which can select Their inputs in a quick and effective way. In addition, this proposal after its study and evaluation presents a high viability at the market level, operating level and financial level with a TIR of 27.64% and a van of $10,813.75.
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Palabras clave
VENTAS POR CATÁLOGO, PRODUCTOS AGROPECUARIOS, ESTRATEGÍAS DE VENTAS, RENTABILIDAD