Factores limitantes en el crecimiento de las ventas de las concesionarias de vehiculos familiares
Fecha
2017
Autores
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Editor
Universidad de Guayaquil, Facultad de Ciencias Administrativas, Dirección de Posgrado
Resumen
El sector automotriz fue el mercado más afectado durante la recesión económica que vivió
nuestro país en los últimos dos años. Sus ventas cayeron un promedio del 50% en comparación
al año 2014 y actualmente se encuentra en recuperación. En este año 2017 las ventas de
vehículos han crecido un 58% en relación a las ventas del año 2016 teniendo un promedio de
ventas de 2,500 unidades mensuales; pero a pesar de estos buenos indicadores para el sector
automotriz no son del todo satisfactorios, ellos esperan que se lleguen a vender un promedio
de 4,000 unidades mensuales tales como se hacía en el año 2014. El objetivo de esta
investigación es determinar cuáles son esos factores que han limitado el crecimiento de las
ventas de vehículos nuevos durante el primer semestre del 2017. Esta investigación utiliza una
metodología cuantitativa a través de encuestas que se formulan a los gerentes comerciales de
las empresas concesionarias de la ciudad de Guayaquil. Como resultado de nuestra
investigación plantearemos una serie de lineamientos estratégicos de marketing que permitan
incrementar las ventas a los niveles deseados y que sirvan de base para las concesionarias las
incluyan dentro de sus planes estratégicos de marketing.
The automotive sector was the most affected market during the economic recession that our country experienced in the last two years. Its sales fell an average of 50% compared to the year 2014 and is currently in recovery. In this year 2017 vehicle sales have grown 58% compared to sales in 2016 with average sales of 2,500 units per month; But although these good indicators for the automotive sector are not entirely satisfactory, they expect that they will sell an average of 4,000 units per month as it was done in 2014. The objective of this research is to determine which are those factors that have limited the growth of new vehicle sales during the first half of 2017. This research uses a quantitative methodology through surveys that are formulated to commercial managers of the concessionaire companies of the city of Guayaquil. As a result of our research, we will present a series of strategic marketing guidelines that allow us to increase sales to the desired levels and serve as a basis for the concessionaires to include them within their strategic marketing plans.
The automotive sector was the most affected market during the economic recession that our country experienced in the last two years. Its sales fell an average of 50% compared to the year 2014 and is currently in recovery. In this year 2017 vehicle sales have grown 58% compared to sales in 2016 with average sales of 2,500 units per month; But although these good indicators for the automotive sector are not entirely satisfactory, they expect that they will sell an average of 4,000 units per month as it was done in 2014. The objective of this research is to determine which are those factors that have limited the growth of new vehicle sales during the first half of 2017. This research uses a quantitative methodology through surveys that are formulated to commercial managers of the concessionaire companies of the city of Guayaquil. As a result of our research, we will present a series of strategic marketing guidelines that allow us to increase sales to the desired levels and serve as a basis for the concessionaires to include them within their strategic marketing plans.
Descripción
Palabras clave
ESTRATEGIAS, VEHICULOS, MARKETING, INVESTIGACION, FACTORES LIMITANTES