Diseño de estrategias comunicacionales para incrementar las ventas en los servicios de auditoría externa en la empresa Acman Cía. Ltda. en la Ciudad de Guayaquil, año 2017
Fecha
2017
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
Acman Cía. Ltda. es una empresa ecuatoriana ubicada en la ciudad de Guayaquil, dedicada a la prestación de servicios de auditoría y relacionados como servicios y asesorías contables, financieras y societarias, peritajes y avalúos, por lo que es necesario realizar estrategias comunicacionales para dar a conocer al cliente la trayectoria de la firma y los servicios que ofrece.
Este trabajo de investigación se ha encaminado en desarrollar un estudio sobre estrategias comunicacionales y el crecimiento de las ventas, donde cabe recalcar que, para todo tipo de empresa, el principal objetivo es mantener una rentabilidad de sus ingresos en un mercado tan competitivo, utilizando herramientas y métodos comunicacionales que aseguran un servicio de alta calidad, innovando, con el fin de hacer frente a la competencia y a la fluctuación de la economía.
La metodología que se utilizó para obtener información fueron las encuestas dirigidas a posibles clientes, que en la actualidad se ven obligados a contratar el servicio de auditoría externa de una firma calificada por el ente regulador, además se aplicó la entrevista a profundidad, también se fortaleció los conocimientos utilizando la lectura científica, logrando determinar los problemas que enfrenta la firma auditora.
El afán de diseñar estrategias comunicacionales permitirá incrementar las ventas en los servicios de auditoría externa, que es el principal ingreso de la empresa, conservando el compromiso con el cliente y ayudar en el progreso de la firma auditora para ser un líder en el mercado competente.
Acman Cía. Ltda. Is a Ecuadorian company located in the city of Guayaquil, dedicated to the provision of auditing and related services such as accounting, financial and corporate services, assessments and appraisals, so it is necessary to carry out communication strategies to publicize the client the trajectory of the firm and the services it offers. This research work has been focused on developing a study on communication strategies and sales growth, where it should be stressed that for all types of companies, the main objective is to maintain a profitability of their income in such a competitive market, using tools and communication methods that ensure a high-quality service, innovating, in order to face the competition and the fluctuation of the economy. The methodology used to obtain information was the surveys directed at potential clients, who are now forced to contract the external audit service of a firm qualified by the regulatory body, in addition to the interview in depth, also strengthened the knowledge using the scientific reading, managing to determine the problems facing the auditing firm. The desire to design communication strategies will increase sales in the external audit services, which is the main income of the company, maintaining the commitment to the client and assist in the progress of the auditing firm to be a leader in the relevant market.
Acman Cía. Ltda. Is a Ecuadorian company located in the city of Guayaquil, dedicated to the provision of auditing and related services such as accounting, financial and corporate services, assessments and appraisals, so it is necessary to carry out communication strategies to publicize the client the trajectory of the firm and the services it offers. This research work has been focused on developing a study on communication strategies and sales growth, where it should be stressed that for all types of companies, the main objective is to maintain a profitability of their income in such a competitive market, using tools and communication methods that ensure a high-quality service, innovating, in order to face the competition and the fluctuation of the economy. The methodology used to obtain information was the surveys directed at potential clients, who are now forced to contract the external audit service of a firm qualified by the regulatory body, in addition to the interview in depth, also strengthened the knowledge using the scientific reading, managing to determine the problems facing the auditing firm. The desire to design communication strategies will increase sales in the external audit services, which is the main income of the company, maintaining the commitment to the client and assist in the progress of the auditing firm to be a leader in the relevant market.
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ESTRATEGIA, COMUNICACIÓN, ESTRATEGIAS COMUNICACIONALES, VENTAS