Estrategias para mejorar la gestion comercial de la empresa “Servicios Aeromarcargo Cia Ltda” en la Ciudad de Guayaquil
Fecha
2020
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Universidad de Guayaquil Facultad de Ciencias Administración
Resumen
El presente trabajoestá dirigido a plantear una propuesta del desarrollo de estrategias, con la finalidadde que la empresa“Servicios Aeromarcargo Cia. Ltda.”Ubicado en el Norte de Guayaquil Cdla. Colinas de la Alborada mejore su gestión comercial y logre un desarrollo organizacional y competitivo, a través de la realización de estrategias de promoción. El diseño metodológico consistió en la investigación de tipo descriptiva; en donde se analizó de la situación actual de la empresa, a través de la recolección de datos mediante entrevista a la Gerente General de la compañía, este estudio proporcionó información sobre las actividades y metas propuestas por la empresa, permitiendo de esta manera formular las estrategias de promoción para captar nuevos clientes y fidelizar a sus clientes actuales. A su vez se realizó el análisis del externo e interno (matriz FODA, BCG) para determinar las oportunidades, amenazas, fortalezas y debilidades, y así formular las estrategias adecuadas que contribuyan a mejorar el crecimiento comercial. Como resultado del análisis externo e interno seobservó que la empresa “Servicios Aeromarcargo Cia.Ltda”, presenta una oportunidad de mejorar en su nivel de competitividad, a través de la diversificación de sus servicios de calidad.
This work is aimed at proposing a strategy development proposal, in order that the company “Servicios Aeromarcargo Cia. Ltda.” Located in the North of Guayaquil Cdla.Colinas de la Alborada improve its commercial management and achieve an organizational and competitive development, through the realization of promotional strategies. The methodological design consisted of descriptive research; where the current situationof the company was analyzed, through the collection of data through an interview with the company's General Manager, this study provided information on the activities and goals proposed by the company, thus allowing the formulation of strategies of promotion to attract new customers and retain their current customers. In turn, the analysis of the external and internal (SWOT matrix, BCG) was carried out to determine the opportunities, threats, strengths and weaknesses, and thus formulate the appropriate strategies that contribute to improving commercial growth. As a result of the external and internal analysis, it was observed that the company “Servicios Aeromarcargo Cia. Ltda”, presents an opportunity to improve in its level of competitiveness, through the diversification of its quality services.
This work is aimed at proposing a strategy development proposal, in order that the company “Servicios Aeromarcargo Cia. Ltda.” Located in the North of Guayaquil Cdla.Colinas de la Alborada improve its commercial management and achieve an organizational and competitive development, through the realization of promotional strategies. The methodological design consisted of descriptive research; where the current situationof the company was analyzed, through the collection of data through an interview with the company's General Manager, this study provided information on the activities and goals proposed by the company, thus allowing the formulation of strategies of promotion to attract new customers and retain their current customers. In turn, the analysis of the external and internal (SWOT matrix, BCG) was carried out to determine the opportunities, threats, strengths and weaknesses, and thus formulate the appropriate strategies that contribute to improving commercial growth. As a result of the external and internal analysis, it was observed that the company “Servicios Aeromarcargo Cia. Ltda”, presents an opportunity to improve in its level of competitiveness, through the diversification of its quality services.
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GESTIÓNCOMERCIAL,, ESTRATEGIAS, VENTAS