Diseño de estrategia de crecimiento comercial para la empresa Asunelec S.A.
Fecha
2020
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Universidad de Guayaquil, Facultad de Ciencias Adminiatrativas
Resumen
El presente trabajo de investigación establece las estrategias de crecimiento comercial de la empresa ASUNELEC S.A. Proponiendo la aplicación de una serie de herramientas que permitan el mejoramiento del crecimiento como institución dedicada a la venta por mayor de insumos y aparatología médica. Logrando contribuir de una forma eficiente al sector de la salud. Para la realización de la presente tesis se hizo indispensable la utilización de investigación cuantitativa y cualitativa mediante el uso de herramientas metodológicas necesaria en la recolección de información que permitieron justificar la realización de la misma como también aportaron para el desarrollo de la propuesta, entre las herramientas metodológicas utilizadas están preguntas cerradas y de opción múltiple las cuales nos ayudó en las encuestas y entrevistas realizadas, las mismas que están direccionadas a los clientes de cada empresa a las que s eles brindan los productos, de esta manera se logró construir la situación actual de la empresa mediante la aplicación estrategias de crecimiento comercial, estableciéndolas dentro de la matriz ANSOFF.
Se realizo un cronograma de las estrategias a implementarse y también un diagrama de costos de las estrategias, con el fin de proponer el crecimiento deseado.
This research work establishes the commercial growth strategies of the company ASUNELEC S.A. Proposing the application of a series of tools that allow the improvement of growth as an institution dedicated to the wholesale of medical supplies and equipment. Achieving an efficient contribution to the health sector. For the realization of this thesis, the use of quantitative and qualitative research was essential through the use of methodological tools necessary in the collection of information that allowed to justify the realization of the same as they also contributed to the development of the proposal, among the tools methodological questions used are closed and multiple-choice questions which helped us in the surveys and interviews carried out, which are directed to the clients of each company to which the products are provided, in this way it was possible to build the current situation of the company by applying commercial growth strategies, establishing them within the ANSOFF matrix. A schedule of the strategies to be implemented was made, as well as a cost diagram of the strategies, in order to propose the desired growth.
This research work establishes the commercial growth strategies of the company ASUNELEC S.A. Proposing the application of a series of tools that allow the improvement of growth as an institution dedicated to the wholesale of medical supplies and equipment. Achieving an efficient contribution to the health sector. For the realization of this thesis, the use of quantitative and qualitative research was essential through the use of methodological tools necessary in the collection of information that allowed to justify the realization of the same as they also contributed to the development of the proposal, among the tools methodological questions used are closed and multiple-choice questions which helped us in the surveys and interviews carried out, which are directed to the clients of each company to which the products are provided, in this way it was possible to build the current situation of the company by applying commercial growth strategies, establishing them within the ANSOFF matrix. A schedule of the strategies to be implemented was made, as well as a cost diagram of the strategies, in order to propose the desired growth.
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Palabras clave
ESTRATEGIAS, INSUMOS, ANSOFF, CRECIMIENTO