Propuesta de la creación del departamento de Marketing de la empresa Giece S.A para incrementar la gestión de ventas
Fecha
2021
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Editor
Universidad de Guayaquil: Facultad de Ciencias Administrativas
Resumen
El presente trabajo de investigación establece la creación del departamento de marketing de la empresa GIECE S.A. Proponiendo la aplicación de una serie de herramientas que permitan el crecimiento como institución dedicada a la venta por mayor de rollos de papel absorbente.
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 ayudaron a realizar encuestas y entrevistas, las mismas que fueron direccionadas a los clientes de cada empresa que se brindan los productos, de esta manera se logró obtener la situación actual de la empresa mediante la propuesta de la creación del departamento de marketing contiguo de un marketing mix para mejorar la gestión de ventas de la empresa.
Se realizó un cronograma de las estrategias de las 4P a implementarse y también un diagrama de costos de las estrategias, con el fin de proponer el incremento deseado.
This research work establishes the creation of the marketing department of the company GIECE S.A. Proposing the application of a series of tools that allow growth as an institution dedicated to the wholesale sale of absorbent paper rolls. 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 customers of each company to which they provide the products, in this way it was possible to build the current situation of the company by implementing the marketing department included with a marketing mix to improve the company's sales management. A schedule of the 4P strategies to be implemented was made, as well as a cost diagram of the strategies, in order to propose the desired increase
This research work establishes the creation of the marketing department of the company GIECE S.A. Proposing the application of a series of tools that allow growth as an institution dedicated to the wholesale sale of absorbent paper rolls. 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 customers of each company to which they provide the products, in this way it was possible to build the current situation of the company by implementing the marketing department included with a marketing mix to improve the company's sales management. A schedule of the 4P strategies to be implemented was made, as well as a cost diagram of the strategies, in order to propose the desired increase
Descripción
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Palabras clave
MARKETING, ESTRUCTURA ORGANIZACIONAL, PERFIL Y CARGO, MARKETING MIX
Citación
APA