Plan de entrenamiento al área de soporte de marketing de la empresa 3m ecuador; potencializando los estudios de mercado, Investigación y Valoración de Información
Fecha
2016
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El estudio determinó la funcionabilidad de los mecanismos e instrumentos que utiliza el área de marketing de la empresa 3M Ecuador y su eficiencia en la comercialización en el sector industrial. A partir de la investigación cualitativa donde se utilizó entrevistas estructuradas como técnica de recopilación de información al personal de marketing y ventas de la empresa para la validación de las variables; se obtuvo como resultados que; la empresa 3M Ecuador requiere desarrollar un mayor nivel de estudios e investigaciones de mercado, a fin de, elaborar planes estratégicos más efectivos y que apunten a satisfacer las necesidades del cliente final. El estudio sugiere como propuesta elaborar un plan de entrenamiento y capacitaciones para el personal de apoyo a marketing del área de operaciones de negocios; especializándolos en los métodos y herramientas necesarias para los estudios que se realicen; de ahí a que, se incremente la periodicidad de reportes y estudios que alimenten el plan estratégico comercial de la empresa en estudio.
This research determined the functionality of the mechanisms and tools used by the marketing department of 3M Company in Ecuador and also the marketing efficiency in the industrial sector. Starting from qualitative research where was applied the structured interviews and information gathering technique to the marketing and sales team of 3M Company to analyze the variables used. It was obtained as results that 3M Ecuador needs to develop a higher level of studies and market research, in order, to implement more effective and strategic plans aimed to satisfy the customer needs. This research suggests as proposed developing a training plan for marketing operational team (Share Business Operation); specializing in methods and tools for different kind of studies, hoping for increase the periodicity of reports and studies that feed the strategic business plan for 3M Company in Ecuador.
This research determined the functionality of the mechanisms and tools used by the marketing department of 3M Company in Ecuador and also the marketing efficiency in the industrial sector. Starting from qualitative research where was applied the structured interviews and information gathering technique to the marketing and sales team of 3M Company to analyze the variables used. It was obtained as results that 3M Ecuador needs to develop a higher level of studies and market research, in order, to implement more effective and strategic plans aimed to satisfy the customer needs. This research suggests as proposed developing a training plan for marketing operational team (Share Business Operation); specializing in methods and tools for different kind of studies, hoping for increase the periodicity of reports and studies that feed the strategic business plan for 3M Company in Ecuador.
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MARKETING, OPERACIONES DE NEGOCIOS, PERIODICIDAD DE REPORTES