Diseño del proceso de control de indicadores de gestión comercial de Ibesa S.A. de Potoviejo
Fecha
2017
Autores
Título de la revista
ISSN de la revista
Título del volumen
Editor
Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
La empresa Ibesa S.A. se dedica a la comercialización de productos cárnicos y bebidas de
consumo masivo y no cuenta con índice de gestión comercial que permita medir el desempeño
de su fuerza de ventas para los clientes del canal detallista, por eso los vendedores pese a que
la empresa tienen un proceso de ventas ya establecido no cumple con los objetivos planteados,
como objetivo general se tiene el diseñar los índices de gestión comercial para poder evaluar
de forma objetiva el desempeño de su fuerza de ventas, a través de los formatos definidos en
un manual. La metodología a utilizar será de tipo cuantitativo que diagnostica la situación
actual parte comercial de la empresa, mediante la observación y la encuesta al personal toda la
parte comercial como son, el jefe, coordinadores, vendedores, entregadores y clientes para
conocer la gestión que el vendedor realiza en el día a día cuando sale a visitar a sus clientes.
Los resultados se obtuvieron de las veinte y cinco personas que trabajan en la parte comercial
de la empresa y una muestra de seiscientos seis clientes de una población total de un mil
cuatrocientos clientes que compran los productos de la empresa Ibesa S.A. donde se concluye
que es importante la implementación del control mediante índices de gestión comercial para la
fuerza de ventas del canal detallista, en el cual se diseñen formatos de control aplicables a la
realidad de la empresa con el fin de medir de manera objetiva el desempeño del personal de
una forma cuantificable para que la gerencia pueda tomar las acciones correctivas necesarias
en base a una información real y no subjetiva del rendimiento del personal.
The company Ibesa S.A. Is dedicated to the marketing of meat products and beverages of mass consumption and does not have a commercial management index that allows to measure the performance of its sales force for the customers of the retail channel, that is why the sellers despite the company have a process Of sales already established does not meet the objectives set, as general objective is to design the indices of business management to be able to objectively evaluate the performance of its sales force, through the formats defined in a manual. The methodology to be used will be a quantitative type that diagnoses the current commercial part of the company, by observing and surveying the staff all the commercial part as they are, the boss, coordinators, vendors, deliverers and customers to know the management that the Seller performs on a day to day basis when he goes out to visit his clients. The results were obtained from the twenty-five people who work in the commercial part of the company and a sample of six hundred six clients from a total population of one thousand four hundred customers who buy the products of the company Ibesa S.A. Where it is concluded that it is important to implement the control by means of commercial management indices for the sales force of the retail channel, in which control formats applicable to the reality of the company are designed in order to objectively measure the performance of the Staff in a quantifiable way so that management can take the necessary corrective actions based on real and non-subjective information on staff performance.
The company Ibesa S.A. Is dedicated to the marketing of meat products and beverages of mass consumption and does not have a commercial management index that allows to measure the performance of its sales force for the customers of the retail channel, that is why the sellers despite the company have a process Of sales already established does not meet the objectives set, as general objective is to design the indices of business management to be able to objectively evaluate the performance of its sales force, through the formats defined in a manual. The methodology to be used will be a quantitative type that diagnoses the current commercial part of the company, by observing and surveying the staff all the commercial part as they are, the boss, coordinators, vendors, deliverers and customers to know the management that the Seller performs on a day to day basis when he goes out to visit his clients. The results were obtained from the twenty-five people who work in the commercial part of the company and a sample of six hundred six clients from a total population of one thousand four hundred customers who buy the products of the company Ibesa S.A. Where it is concluded that it is important to implement the control by means of commercial management indices for the sales force of the retail channel, in which control formats applicable to the reality of the company are designed in order to objectively measure the performance of the Staff in a quantifiable way so that management can take the necessary corrective actions based on real and non-subjective information on staff performance.
Descripción
Palabras clave
INDICADORES, GESTION, PROCESO, CONTROL, VENTAS