Impacto de las salvaguardias en la economía de las comercializadoras de electrodomésticos en la Ciudad de Guayaquil
Fecha
2016
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El presente estudio de caso se desarrolló en la ciudad de Guayaquil, específicamente en las empresas comercializadoras de electrodomésticos, puesto que el objeto de estudio radica en conocer el impacto de las medidas arancelarias (salvaguardias) impuestas en el país en marzo del 2015. Estas medidas, fueron impuestas con el propósito de cuidar la economía nacional ya que la disminución de precio de petróleo desequilibraba la balanza comercial, denotado también por el mayor número de importaciones de diversos productos, entre ellos los artefactos eléctricos. Para poder comprender los efectos de las estas medidas, se creó un árbol de problemas, en donde se puede visualizar las causas que originan las salvaguardias y los efectos del mismo, no solo en las importadoras sino también en la sociedad guayaquileña. Dentro del marco metodológico se señaló el enfoque del mismo, siendo cualitativo, puesto que se recogió información de los directivos de las empresas comercializadoras de artefactos eléctricos para discernir de qué manera impacta estas medidas, llegándose a la conclusión que afectó en gran manera en la parte financiera, ya que las ventas disminuyeron, lo que abrió puertas al desarrollo de nuevas estrategias de comercialización a nivel nacional e internacional. Se desarrollaron entrevistas, en donde se pudo comprobar la información recibida y procesarla para la creación de las nuevas estrategias comerciales. Dentro de las mismas, se crearon tres tipos de estrategias: comerciales, de ventas y marketing. En lo respecto a la primera, crear lar partes de los artefactos de formas nacional, en la segunda estrategia premiar las cancelaciones puntuales y en la tercera estrategia, se sugiere la utilización del merchandising del local. Llegando a la conclusión de que las estrategias sugeridas ayudarán a minimizar el impacto económico, beneficiando en sí, no solo a las empresas sino también a los consumidores.
This case study was developed in the city of Guayaquil, specifically marketing company’s appliances, since the object of the study was to determine the impact of tariff measures (safeguards) imposed in the country in March 2015. These measures they were imposed for the purpose of caring for the national economy and the oil price decline unbalanced trade balance, also denoted by the largest number of imports of various products, including electrical appliances. To understand the effects of these measures, a problem tree, where you can see the causes of the safeguards and the effects thereof, not only importing but also in society Guayaquileña was created. Within the methodological framework approach, it, being qualitative noted, since that information managers of trading company’s electrical appliances collected to discern how impacts these measures, leading to the conclusion that affected greatly in part financial, as sales declined, opening doors to the development of new marketing strategies at national and international level, interview, where they could check the information received and process for creating new business strategies were developed. Commercial, sales and marketing: within them, three types of strategies were created. With respect to the first, creating artifacts the parts of national forms, in the second strategy cancellations reward point and the third strategy, the use of local merchandising suggested. Concluding that the suggested strategies will help minimize the economic impact, benefiting itself, not only to companies but also to consumers.
This case study was developed in the city of Guayaquil, specifically marketing company’s appliances, since the object of the study was to determine the impact of tariff measures (safeguards) imposed in the country in March 2015. These measures they were imposed for the purpose of caring for the national economy and the oil price decline unbalanced trade balance, also denoted by the largest number of imports of various products, including electrical appliances. To understand the effects of these measures, a problem tree, where you can see the causes of the safeguards and the effects thereof, not only importing but also in society Guayaquileña was created. Within the methodological framework approach, it, being qualitative noted, since that information managers of trading company’s electrical appliances collected to discern how impacts these measures, leading to the conclusion that affected greatly in part financial, as sales declined, opening doors to the development of new marketing strategies at national and international level, interview, where they could check the information received and process for creating new business strategies were developed. Commercial, sales and marketing: within them, three types of strategies were created. With respect to the first, creating artifacts the parts of national forms, in the second strategy cancellations reward point and the third strategy, the use of local merchandising suggested. Concluding that the suggested strategies will help minimize the economic impact, benefiting itself, not only to companies but also to consumers.