Mejoramiento del mercadeo y de la logística en la Empresa Suprinsa.
No hay miniatura disponible
Fecha
2004-11-05
Autores
Título de la revista
ISSN de la revista
Título del volumen
Editor
Universidad de Guayaquil. Facultad de Ingeniería Industrial. Carrera de Ingeniería Industrial.
Resumen
Analizar las diversas actividades de la empresa, con base en la cadena de valor y dotar al sistema de soluciones inherentes a las Mercadotecnia y factores de Logística para incrementar la competitividad.
Se ha tomado información de la empresa referente a los indicadores externos, encontrándose en un 10% de participación en el mercado y un 15% de ventas en la ciudad de Guayaquil; con estos datos se ha efectuado el análisis mediante la cadena de valor y el posterior diagnóstico a través de los diagramas causa efecto y de Pareto, identificando los principales problemas en lo concerniente a las actividades de Mercadotecnia y Logística, debido al incumplimiento de las mentas de ventas fijadas por la Dirección sumado a las devoluciones, errores y demoras en la entrega de productos al cliente, cuantificándose pérdidas por la cifra de $43.402,70. Se ha planteado como solución a dichas problemáticas: la elaboración de estrategias de Marketing, bajo los métodos de la Publicidad, de comercio electrónico por medio del diseño de una página Web, el Merchandising, además de la correspondiente Capacitación profesional inherente a la Mercadotecnia; y, la estructuración de un manual de procediendo para el correcto manipuleo, la determinación de una señalización visible en las cajas que sirven como empaque del producto, la simplificación de la codificación bajo la tecnología de grupos.
La inversión inicial en las soluciones asciende a $11.432,00, a lo que se añade el capital de operación de $14.990,30, generando la propuesta una Tasa Interna de Retorno del 85,61% y un Valor Anual Neto de $21.660,21, un Coeficiente Beneficio Costo 2,00 y la recuperación de dicha inversión en el periodo de 18 meses, incrementando las ventas en un 16% y la competitividad desde el 10% hasta el 11,62%, es decir, en un 1,62% ascendiendo desde la sexta hasta la quinta ubicación en el mercado, para ser mas competitiva.
Analyze the various activities of the company, based on the value chain and provide system solutions to inherent factors of marketing and logistics to increase competitiveness. It took company information regarding external indicators, found in 10% market share and 15% of sales in the city of Guayaquil; these data has been carried out the analysis using the value chain and the subsequent diagnosis through diagrams cause and effect and Pareto, identifying the main problems with regard to the activities of Marketing and Logistics, due to breach of mints sales set by the Directorate together with returns, errors and delays in the delivery of products to the customer and quantified losses of $ 43,402.70 figure. It has been proposed as a solution to these problems: the development of marketing strategies, under the methods of advertising, e-commerce by designing a web page, the merchandising, plus the occupational training inherent in Marketing; and structuring a manual for the proper handling proceeding, the determination of a visible signal in the boxes that serve as product packaging, simplification of the encoding under the group technology. The initial investment in the solutions amounted to $ 11,432.00, to which the operating capital of $ 14,990.30 is added, the proposal generating an Internal Rate of Return of 85.61% and Net Annual Value of $ 21,660.21 a Benefit Cost ratio 2.00 and the recovery of the investment in 18 months, increasing sales by 16% and competitiveness from 10% to 11.62%, ie a 1.62% ascending from sixth to fifth position in the market to be more competitive.
Analyze the various activities of the company, based on the value chain and provide system solutions to inherent factors of marketing and logistics to increase competitiveness. It took company information regarding external indicators, found in 10% market share and 15% of sales in the city of Guayaquil; these data has been carried out the analysis using the value chain and the subsequent diagnosis through diagrams cause and effect and Pareto, identifying the main problems with regard to the activities of Marketing and Logistics, due to breach of mints sales set by the Directorate together with returns, errors and delays in the delivery of products to the customer and quantified losses of $ 43,402.70 figure. It has been proposed as a solution to these problems: the development of marketing strategies, under the methods of advertising, e-commerce by designing a web page, the merchandising, plus the occupational training inherent in Marketing; and structuring a manual for the proper handling proceeding, the determination of a visible signal in the boxes that serve as product packaging, simplification of the encoding under the group technology. The initial investment in the solutions amounted to $ 11,432.00, to which the operating capital of $ 14,990.30 is added, the proposal generating an Internal Rate of Return of 85.61% and Net Annual Value of $ 21,660.21 a Benefit Cost ratio 2.00 and the recovery of the investment in 18 months, increasing sales by 16% and competitiveness from 10% to 11.62%, ie a 1.62% ascending from sixth to fifth position in the market to be more competitive.
Descripción
Este documento contiene archivo en PDF.
Palabras clave
GESTIÓN DE LA COMPETITIVIDAD, MERCADEO Y LOGÍSTICA, COMPRAS POR INTERNET, PRODUCTOS DE FERRETERÍA