Análisis de la gestión de ventas de la compañía Guamangua S.A. en el periodo 2016 – 2018
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Fecha
2019
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El presente estudio de caso muestra un análisis de las ventas de la empresa Guamangua S.A., el cual tiene como finalidad crear una estrategia de ventas. Guamangua S.A. se dedica a la distribución de frutas tropicales a nivel nacional, sin embargo su producto estrella (guayaba) ha presentado una fuerte disminución en las ventas en los últimos años, lo mismo que ha afectado de manera directa a la empresa.
Para el estudio se utilizó una metodología de enfoque mixto que se basa en el análisis de los factores internos y externos que inciden en las ventas y aquellos que se tomaron en cuenta para elaborar las respectivas soluciones a la problemática. Mediante la recolección de información a través de las encuestas y entrevistas realizadas se pudo identificar que la empresa no tiene presencia en medios y no cuenta con una persona que se encargue de las ventas, es por ello que se pretende diseñar una propuesta de mejora que consiste en la implementación de estrategias mediante un plan de publicidad y promociones para incrementar las ventas
This case study shows an analysis of the sales of the company Guamangua S.A., which aims to create a sales strategy. Guamangua S.A. It is dedicated to the distribution of tropical fruits in Ecuador, however the main product (guava) has presented a sharp decrease in sales in recent years, which has directly affected the company. For the study, a mixed approach methodology was used, based on the analysis of internal and external factors that affect sales and those that were taken into account to develop the respective solutions to the problem. Through the collection of information through the surveys and interviews carried out, it was possible to identify that the company does not have a presence in the media and does not have a person in charge of sales, which is why it is intended to design a proposal for improvement that consists in the implementation of strategies through an advertising and promotion plan to increase sales.
This case study shows an analysis of the sales of the company Guamangua S.A., which aims to create a sales strategy. Guamangua S.A. It is dedicated to the distribution of tropical fruits in Ecuador, however the main product (guava) has presented a sharp decrease in sales in recent years, which has directly affected the company. For the study, a mixed approach methodology was used, based on the analysis of internal and external factors that affect sales and those that were taken into account to develop the respective solutions to the problem. Through the collection of information through the surveys and interviews carried out, it was possible to identify that the company does not have a presence in the media and does not have a person in charge of sales, which is why it is intended to design a proposal for improvement that consists in the implementation of strategies through an advertising and promotion plan to increase sales.
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ESTRATEGIA, POSICIONAMIENTO, PUBLICIDAD, PROMOCIONES