Estrategias de comercialización para empresa de agua Vic Water S.A. del cantón huequillas, provincia del oro
Fecha
2020
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Universidad de Guayaquil, Facultad de Ciencias Adminiatrativas
Resumen
La empresa Vic Water S.A., dedicada a la producción y comercialización de botellones de agua en la ciudad de
Huaquillas, se enfrenta a diferentes obstáculos en el mercado que han dado origen a una disminución de las ventas.
El objetivo de la investigación es proponer un plan estratégico para mejorar la actividad comercial de la empresa,
debido a la necesidad existente para tomar decisiones que permita corregir el inconveniente presentado. Mediante
una metodología cualitativa y cuantitativa, se determinaron como instrumentos de recopilación y medición de
información a la encuesta y la entrevista, en cuyos hallazgos se determinaron que la empresa no tiene una misión
y visión establecida; existe una dependencia mayoritaria por las ventas B2B o por volumen; la empresa no ha
aplicado publicidad, tampoco ha utilizado herramientas de comunicación como redes sociales. La propuesta plantea
estrategias para corregir el inconveniente proyectando un incremento del 25% en las ventas, beneficio que será de
utilidad para la empresa Vic Water S.A.
The company Vic Water S.A., dedicated to the production and commercialization of bottles of water in the city of Huaquillas, faces different obstacles in the market that have led to a decrease in sales. The objective of the research is to propose a strategic plan to improve the commercial activity of the company, due to the existing need to make decisions to correct the problem presented. Through a qualitative and quantitative methodology, the survey and interview were determined as instruments for collecting and measuring information, in whose findings it was determined that the company does not have an established mission and vision; there is a majority dependence on B2B or volume sales; The company has not applied advertising, nor has it used communication tools such as social networks. The proposal proposes strategies to correct the problem by projecting a 25% increase in sales, a benefit that will be useful for the company Vic Water S.A.
The company Vic Water S.A., dedicated to the production and commercialization of bottles of water in the city of Huaquillas, faces different obstacles in the market that have led to a decrease in sales. The objective of the research is to propose a strategic plan to improve the commercial activity of the company, due to the existing need to make decisions to correct the problem presented. Through a qualitative and quantitative methodology, the survey and interview were determined as instruments for collecting and measuring information, in whose findings it was determined that the company does not have an established mission and vision; there is a majority dependence on B2B or volume sales; The company has not applied advertising, nor has it used communication tools such as social networks. The proposal proposes strategies to correct the problem by projecting a 25% increase in sales, a benefit that will be useful for the company Vic Water S.A.
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Palabras clave
COMERCIALIZACIÓN, ESTRATEGIAS, CONSUMIDOR, CALIDAD