Reorganización del departamento de mercadotecnia en la empresa: Laboratorio Vida "Labovida S.A.".
Fecha
2002-10-11
Autores
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Universidad de Guayaquil. Facultad de Ingeniería Industrial. Carrera de Ingeniería Industrial.
Resumen
Proporcionar un plan de mejoras, dirigido al Departamento de Mercadotecnia, con la finalidad de incrementar la rentabilidad de la empresa y mejorar su participación en el mercado.
Se recolectó datos generales de la empresa para realizar un análisis de mercadotecnia, considerando las variables, precio, producto y canales de distribución. Utilizando herramientas de Ingeniería Industrial como el diagrama causa – efecto se diagnosticó la situación actual de la empresa. Se calculó la eficiencia del sistema de producción, a través del cual se cuantificó $ 511,360.46 que no se perciben por efecto de la falta de demanda, que trae como consecuencia la baja participación en el mercado. La solución propuesta se basó en la Reorganización del Departamento de Mercadotecnia, a través de la implantación de técnicas como la Investigación del Mercado, la Publicidad, la Promoción y el descuento en un 2% en los precios. La inversión que se realizará ascenderá a $ 13,614.67.
Las soluciones propuestas generarán un incremento de los ingresos por ventas en un 52%, generará un aumento en las utilidades por $ 29,950.15, es decir, la empresa tendrá un margen de utilidad del 17.28%, superando en 2.28% al margen del año 2001que fue del 15%, una disminución de la capacidad ociosa de la planta en un 20,75%. La inversión será recuperada en siete meses.
Provide a plan for improvement, addressed to the Marketing Department, in order to increase profitability and improve their market share. General company data was collected for analysis of marketing, considering the variables, price, product and distribution channels. Using tools such as Industrial Engineering diagram cause - effect the current situation of the company was diagnosed. Efficiency of the production system was calculated, through which $ 511,360.46 was quantified that are not perceived due to the lack of demand, which results in lower market share. The proposed solution is based on the Reorganization of the Department of Marketing, through the implementation of techniques such as Market Research, Advertising, Promotion and discount 2% on prices. The investment will amount to $ 13,614.67 made. The proposed solutions generate increased sales revenue by 52%, it will generate an increase in profits of $ 29,950.15, that is, the company will have a profit margin of 17.28%, exceeding 2.28% regardless of the year 2001 that was 15%, a decrease of idle plant capacity by 20.75%. The investment will be recovered in seven months.
Provide a plan for improvement, addressed to the Marketing Department, in order to increase profitability and improve their market share. General company data was collected for analysis of marketing, considering the variables, price, product and distribution channels. Using tools such as Industrial Engineering diagram cause - effect the current situation of the company was diagnosed. Efficiency of the production system was calculated, through which $ 511,360.46 was quantified that are not perceived due to the lack of demand, which results in lower market share. The proposed solution is based on the Reorganization of the Department of Marketing, through the implementation of techniques such as Market Research, Advertising, Promotion and discount 2% on prices. The investment will amount to $ 13,614.67 made. The proposed solutions generate increased sales revenue by 52%, it will generate an increase in profits of $ 29,950.15, that is, the company will have a profit margin of 17.28%, exceeding 2.28% regardless of the year 2001 that was 15%, a decrease of idle plant capacity by 20.75%. The investment will be recovered in seven months.
Descripción
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Palabras clave
GESTIÓN EMPRESARIAL, ELABORACIÓN DE MEDICINA, MEDICINA GENÉRICA, TABLETAS