Análisis y mejora del sistema de comercialización de la Compañía Hivimar S.A. en el segmento lubricantes.
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Fecha
2014-07-07
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Universidad de Guayaquil. Facultad de Ingeniería Industrial. Carrera de Ingeniería Industrial.
Resumen
La compañía HIVIMAR S.A. creada en 1973 como una importadora y comercializadora de Rodamientos, desde sus inicios tuvo como objetivo ser la mejor opción tanto en rodamiento y afines, para el sector Automotriz, Industrial y Agrícola. Conociendo los objetivos y las metas de la compañía, se comenzaron a incrementar varias líneas a medida transcurrió el tiempo, llegando en el 2005 la marca de Aceite Lubricantes PDVSA, línea que ha llegado a tener excelentes resultados en los sectores antes mencionados, pero con unas limitantes para expandirse a otros sectores, que han impedido que la línea siga incrementando sus ventas. Desde ahí nace el objetivo principal de esta tesis que es incrementar las ventas y utilidades, mediante la restructuración y mejoramiento del proceso de comercialización, incrementando el portafolio de productos y su cartera de clientes, usando las diferentes metodología que nos proporciona la Ingeniería Industrial como son el diagrama de pareto, diagrama de Ishikawa, diagrama de procesos, diagramas de flujo, análisis de mercado, cadena de valor, análisis foda etc., mediante estos métodos se pudo localizar problemas de almacenamiento de productos. También se rediseño la estructura organizacional y funcional, definiendo un plan de venta con estrategias de crecimiento y expansión, ya que el mercado potencial es de 320 lubricadoras a nivel de Guayaquil de lo cual se espera captar en un inicio un 8% del mercado meta, con un potencial de compra por cliente de $ 1,600. Con el respectivo análisis financiero que se desarrolla en el capítulo VIII se logra determina la factibilidad de la propuesta, cuyo costo de inversión asciende a la suma de $ 500,000.00; valor que será recuperado en un periodo de tres años y ocho meses.
The company Hivimar SA created in 1973 as an importer and distributor of bearings and retainers, since its inception aimed to be the best option both bearing and related components for the Automotive, Industrial and Agricultural sector. They know the objectives and goals of the company, began to increase several lines as time went on , reaching the 2005 mark Lubricants Oil PDVSA line that has come to have excellent results in the above areas, but with constraints such as expanding to other sectors, which have prevented the further increase online sales. From there the main objective of this thesis is to increase sales and profits through restructuring and improvement of the marketing process, increasing product portfolio and its customer , using different methodology that provides industrial engineering as born are Pareto diagram, Ishikawa diagram, process chart , flow charts , market analysis , value chain, foda analysis etc., using these methods could troubleshoot storage products. Organizational and functional structure was also redesigned, defining a sales plan strategies for growth and expansion, as the potential market is 320 lubricadoras level of Guayaquil which is expected initially to capture 8% of the target market, with a potential customer purchase $ 1,600. With the respective financial analysis developed in Chapter VIII is achieved determines the feasibility of the proposal, the cost of investment is the sum of $ 500,000.00; value will be recovered over a period of three years and eight months.
The company Hivimar SA created in 1973 as an importer and distributor of bearings and retainers, since its inception aimed to be the best option both bearing and related components for the Automotive, Industrial and Agricultural sector. They know the objectives and goals of the company, began to increase several lines as time went on , reaching the 2005 mark Lubricants Oil PDVSA line that has come to have excellent results in the above areas, but with constraints such as expanding to other sectors, which have prevented the further increase online sales. From there the main objective of this thesis is to increase sales and profits through restructuring and improvement of the marketing process, increasing product portfolio and its customer , using different methodology that provides industrial engineering as born are Pareto diagram, Ishikawa diagram, process chart , flow charts , market analysis , value chain, foda analysis etc., using these methods could troubleshoot storage products. Organizational and functional structure was also redesigned, defining a sales plan strategies for growth and expansion, as the potential market is 320 lubricadoras level of Guayaquil which is expected initially to capture 8% of the target market, with a potential customer purchase $ 1,600. With the respective financial analysis developed in Chapter VIII is achieved determines the feasibility of the proposal, the cost of investment is the sum of $ 500,000.00; value will be recovered over a period of three years and eight months.
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SISTEMAS ORGANIZACIONALES, MEJORA DEL SISTEMA DE COMERCIALIZACIÓN, LUBRICANTES