Planificación de estrategias de ventas para la Empresa Aislatec S.A.
Fecha
2002-10-11
Autores
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Universidad de Guayaquil. Facultad de Ingeniería Industrial. Carrera de Ingeniería Industrial.
Resumen
Diseña una estrategia de venta para la empresa Aislatec S.A.
Realiza una presentación general de la empresa, considerando cada uno de los
departamentos y los sistemas en los que la empresa desarrolla sus actividades,
efectuándose un análisis de la problemática actual de la compañía, aplicando el
análisis FODA para definir la situación actual, tanto interna como externa de la
empresa. Utiliza el Diagrama de Causa – Efecto, el cual determina las causas de
la baja participación del producto en el mercado; el Análisis de Paretto define la
frecuencia de las causas que inciden con mayor proporción sobre el problema.
La solución que plantea consiste en desarrollar e implementar un plan de acción
para redefinir las estrategias de venta, en el que se observa: estrategias de
comunicación, enfocadas a informar sobre la existencia y funcionalidad de los
productos, así como el servicio post-venta que ofrece la empresa; estrategias de
precios, orientadas a mantener los precios para que sean competitivos en el
mercado; estrategias de distribución, buscan ampliar las redes de distribución,
específicamente a los Centros de distribución de materiales de construcción y
plantea políticas de crédito para trabajar con distribuidores mayoristas. El poner
en funcionamiento el plan de mercadeo permitirá incrementar las ventas, lo que
apertura los horizontes de crecimiento e inversión de la compañía, al
incrementarse el margen de rentabilidad de la empresa.
Design a sales strategy for the company Aislatec S.A. Make a general presentation of the company, considering each of the departments and systems in which the company carries out its activities, carrying out an analysis of the current problems of the company, applying the SWOT analysis to define the current situation, both internal and external, of the business. Use the Cause-Effect Diagram, which determines the causes of the low participation of the product in the market; Paretto Analysis defines the frequency of the causes that affect the problem with the greatest proportion. The solution he proposes is to develop and implement an action plan to redefine sales strategies, in which it is observed: sales strategies communication, focused on informing about the existence and functionality of the products, as well as the after-sales service offered by the company; strategies of prices, aimed at maintaining prices so that they are competitive in the market; distribution strategies, seek to expand distribution networks, specifically to the distribution centers of construction materials and proposes credit policies to work with wholesale distributors. To put in operation the marketing plan will allow to increase the sales, which opening the horizons of growth and investment of the company, by increase the profit margin of the company.
Design a sales strategy for the company Aislatec S.A. Make a general presentation of the company, considering each of the departments and systems in which the company carries out its activities, carrying out an analysis of the current problems of the company, applying the SWOT analysis to define the current situation, both internal and external, of the business. Use the Cause-Effect Diagram, which determines the causes of the low participation of the product in the market; Paretto Analysis defines the frequency of the causes that affect the problem with the greatest proportion. The solution he proposes is to develop and implement an action plan to redefine sales strategies, in which it is observed: sales strategies communication, focused on informing about the existence and functionality of the products, as well as the after-sales service offered by the company; strategies of prices, aimed at maintaining prices so that they are competitive in the market; distribution strategies, seek to expand distribution networks, specifically to the distribution centers of construction materials and proposes credit policies to work with wholesale distributors. To put in operation the marketing plan will allow to increase the sales, which opening the horizons of growth and investment of the company, by increase the profit margin of the company.
Descripción
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Palabras clave
GESTIÓN EMPRESARIAL, ESTRATEGIAS DE VENTAS, CRÉDITOS, DISTRIBUCIÓN DE MATERIALES DE PRODUCCIÓN