Diseño de un plan estratégico para incrementar la participación de mercado de la empresa Corlinsa S.A en la Ciudad de Guayaquil
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Fecha
2019
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
La empresa Corlinsa S.A brinda el servicio de limpieza y mantenimiento integral a empresas, universidades, colegios, edificios e instalaciones industriales y comerciales, está ubicado en Guayaquil en Carchi y 9 de octubre, esta empresa presenta una serie de problemas que demuestran la necesidad de un cambio debido a que los clientes no se sienten totalmente satisfechos, siendo este el problema principal, por lo que se desarrolla la propuesta de un diseño de estrategias basadas en la perspectiva cliente, según el cuadro de mando integral propuesto por Norton y Kaplan. El objetivo de este estudio es realizar un diseño de un plan estratégico para incrementar la participación de mercado de la empresa Corlinsa S.A, se empleó el método empírico, basado en la observación directa y la experiencia. A través de los resultados de la encuesta, se demostró la insatisfacción de los clientes desde varios factores que serán tomados en consideración para corregir todas las falencias identificadas en el plan estratégico, también se pudo verificar cuales son las preferencias que tienen los clientes con respecto al marketing, lo cual es muy importante conocer que es lo que en realidad quiere el cliente. Se realizó un diagnóstico situacional de Corlinsa S.A, donde se determinó la oportunidad más relevante que se le presenta a la empresa que es el aumento de la demanda por el tipo de servicio y el bajo crecimiento de la empresa representa la amenaza, debido a la insatisfacción por parte de los clientes.
The company Corlinsa SA provides a comprehensive cleaning and maintenance service to companies, universities, schools, buildings and industrial and commercial facilities, is located in Guayaquil in Carchi and on October 9, this company presents a series of problems that demonstrate the need for a change due to the fact that clients do not feel totally satisfied, this being the main problem, so the proposal of a strategy design based on the client perspective is developed, according to the balanced scorecard proposed by Norton and Kaplan. The general objective of this study is to design a strategic plan to increase the market share of Corlinsa S.A, using the empirical method, based on direct observation and experience. Through the results of the survey, the dissatisfaction of the clients was demonstrated from several factors that will be taken into consideration to correct all the shortcomings identified in the strategic plan, it was also possible to verify which are the preferences that the clients have regarding the marketing, which is very important to know what the client really wants. A situational diagnosis was made of Corlinsa SA, where the most important opportunity presented to the company was determined, which is the increase in demand for the type of service and the low growth of the company represents the most important threat due to the dissatisfaction by customers.
The company Corlinsa SA provides a comprehensive cleaning and maintenance service to companies, universities, schools, buildings and industrial and commercial facilities, is located in Guayaquil in Carchi and on October 9, this company presents a series of problems that demonstrate the need for a change due to the fact that clients do not feel totally satisfied, this being the main problem, so the proposal of a strategy design based on the client perspective is developed, according to the balanced scorecard proposed by Norton and Kaplan. The general objective of this study is to design a strategic plan to increase the market share of Corlinsa S.A, using the empirical method, based on direct observation and experience. Through the results of the survey, the dissatisfaction of the clients was demonstrated from several factors that will be taken into consideration to correct all the shortcomings identified in the strategic plan, it was also possible to verify which are the preferences that the clients have regarding the marketing, which is very important to know what the client really wants. A situational diagnosis was made of Corlinsa SA, where the most important opportunity presented to the company was determined, which is the increase in demand for the type of service and the low growth of the company represents the most important threat due to the dissatisfaction by customers.
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SERVICIO, PLAN ESTRATÉGICO, SATISFACCIÓN AL CLIENTE, MERCADO